Absolut reveals latest step on its journey towards creating ‘100% bio-based bottle’

Currently, these bottles include an integrated barrier, named “recyclable plastic” by the brand, since they consider the packaging can be recycled “as paper” through normal household waste.

It is the first time a global spirits company commercially sells these type of bottles in-store and the brand is testing if its bio-based bottle strategy is feasible.

These new paper bottles are eight times lighter than glass bottles, however, Absolut’s objective is for these bottles to complement – and not replace – their glass bottles. The brand thinks the alternative of plastic bottles will be used in out-of-home occasions.

“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.” states Elin Furelid, Director of Future Packaging at Absolut.