The UK’s no.1 premium vodka Absolut[1], will be rolling out its prototype Absolut Paper Bottle from 25th January, initially in both the UK and Sweden. The prototype is the brand’s first step to achieving a fully bio-based bottle able to contain spirits, and Absolut will begin by testing an initial batch of 2,000 bottles amongst consumers.

The prototype is made up of recyclable content – 57% paper and 43% recycled plastic – with the plastic making up a thin layer within the bottle that can be successfully recycled after use. The normal Absolut glass bottle uses 47% recycled glass, which is world class when it comes to clear glass, and Absolut reuses almost one third of all clear glass recycled in Sweden.

The project is a collaborative initiative with the Paboco® pioneer community which includes a number of industry leaders in the FMCG sector. With the aim of driving sustainable innovation in the bottling industry, Absolut and the Paboco® partners seek to challenge the mindsets of both consumers and players across the spirits industry, by creating a sustainable alternative to traditional methods of packaging.

In the UK, the trial will see Absolut partner with design-led and sustainability influencers to drive awareness of the prototypes on social media and offer consumers the chance to win a uniquely numbered paper bottle. The influencers are also being challenged to customise a bottle with their own design and create a unique limited-edition item for their followers to win.

Marnie Corrigan, Brand Director at Pernod Ricard UK, comments: “Absolut understands the crucial role we must all play in having a positive impact on the environment. Lasting change takes time and the paper bottle explores alternative materials as part of our journey towards a sustainable future of packaging. In our passion for progression, we are proud to continue our long-standing support and collaboration with the creative industries through commissioning one-of-a-kind bottle designs from rising creatives from across the UK.”

Vodka remains the top Spirits category in the Off-Trade and has been back in growth for the last eight months[2]. Over the last 12 weeks, Absolut has grown +36.9% in value[3], more than twice the rate of total category growth.

The Paper Bottles is one of many initiatives underway at Absolut with the goal of reducing the environmental impact of its packaging by 2025. The brands’ ambition is to meet the Ellen MacArthur Foundation target of ensuring all primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced. For more information head to

[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[3] AC Nielsen | Total Off-Trade Value | 12 weeks to 02.01.21

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