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Absolut launches commercially available paper bottle

Absolut Vodka is set to become the first global spirits brand to sell single-mould paper-based bottles commercially in the UK as part of its fully bio-based bottle journey.

The new bottle marks a significant milestone on the brand’s journey to create a 100 per cent bio-based bottle and reduce its COemissions. It’s part of a wider paper bottle initiative with Paboco and their community of global brands.

Absolut tested the bottles at festivals in the UK and Sweden before becoming commercially available. The trial aimed to gain insight from consumers, retailers and supply chain partners to inform the next steps. 

The 500ml sized single mould paper bottles will be sold in 22 Tesco stores across Greater Manchester throughout the summer. Once done with, customers can simply recycle the packaging through normal household waste.

Elin Furelid, director of Future Packaging at Absolut, said: "This is a step closer towards our vision of a fully bio-based bottle. We are exploring packaging that has a completely different value proposition. Paper is tactile; it’s beautiful; it’s authentic; it’s light. That was our starting point. But this is not just an idea on paper. 

"We want consumers and partners to join our journey towards a more sustainable future. Together we can develop packaging solutions that people want and the world needs. That's why bold partnerships with like-minded organisations to test the waters are going to be evermore crucial on our net zero journey."

Charl Bassil, global VP Absolut, added: "Absolut Vodka has a rich heritage of collaborations and partnerships, and the brand is working towards developing packaging solutions that consumers want and our planet needs. Absolut remains committed to a sustainable future in which it continues to mix things up, with recyclable lighter paper-based bottles to complement Absolut’s iconic glass bottles.  This ground-breaking test takes Absolut a step closer to that becoming a reality."

5 June 2023 - Bradley Weir