Sustainability is more necessary than ever, with global warming accelerating glacier melt and impacting our planet. Hence, everyone must contribute to saving our planet by adopting sustainable practices. And in a groundbreaking initiative, Johnnie Walker Black Label has introduced a pioneering 90% paper-based bottle trial. This bottle is being launched at the Johnnie Walker Princes Street’s 1820 Bar in Edinburgh, marking a notable step towards eco-friendly packaging.
Diageo, the maker of iconic brands like Guinness, Don Julio Tequila, and Smirnoff Vodka, has unveiled its first paper-based 70cl bottle trial in the on-trade, developed in collaboration with PA Consulting as part of the Bottle Collective initiative with PA and PulPac.
Crafted from 90% paper with a thin, non-bonded plastic liner, the Johnnie Walker Black Label bottle is approximately 60% lighter than traditional glass bottles, offering a possible reduction in carbon emissions of up to 47%. Designed for easy recyclability, the detachable liner ensures efficient processing at recycling facilities, making this a significant step toward more sustainable packaging.
Johnnie Walker Black Label Retains Iconic Square Shape
The current trial stopper isn’t recyclable. But the future versions are in development to ensure the entire bottle is as eco-friendly as possible. In terms of design, the bottle’s design preserves the iconic square shape of Johnnie Walker Black Label. It further elevates its premium appeal.
Jennifer English, Johnnie Walker Global Brand Director, says: “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions. The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey. This test allows us to explore new packaging in the high intensity environment of the on-trade. We are pioneering new packaging solutions and shaping the future of the industry.”
This groundbreaking packaging solution marks an important milestone in reducing environmental impact, all while maintaining the same premium quality you know and love. Here’s to raising the bar on sustainability!
