Bartenders trial paper-based bottle for Johnnie Walker Black Label

Diageo, the maker of brands like Guinness, Don Julio Tequila, and Smirnoff Vodka, has announced a new trial of a 90% paper-based bottle for Johnnie Walker Black Label. This initiative will be exclusive to the 1820 bar at Johnnie Walker Princes Street in Edinburgh.

The 70cl paper-based bottle is part of a collaboration with PA Consulting, through the Bottle Collective initiative, alongside PulPac. The trial, which starts tomorrow, will focus on how bartenders handle and pour from the bottle, as well as how it performs in a busy bar setting. A total of 250 bottles will be used during the trial, which is set to run until mid-October. While customers will see the bottle in use, it will not be available for purchase.

This is Diageo’s second trial of paper-based bottles, following a smaller test with Baileys 80ml bottles at the Time Out Festival in Barcelona. The design of the Johnnie Walker bottle maintains the brand’s signature square shape, while also featuring unique facets and an embossed Striding Man logo.

The bottle itself is made from 90% paper with a thin plastic liner, making it approximately 60% lighter than the glass version of Johnnie Walker Black Label. Initial analysis suggests this design could reduce carbon emissions by up to 47%. The trial also features a closure made from a blend of cork and Dry Molded Fibre, which is still in development and not yet recyclable.

Recyclability is a key focus for the ongoing development of the paper-based bottle. The plastic liner, which is not bonded to the paper outer layer, can be easily separated during recycling, though the stopper used in the trial is currently not recyclable. Diageo plans to continue refining the design based on the trial results, with the goal of making future versions of the bottle more sustainable.

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.

Diageo is also exploring paper-based packaging across its wider portfolio to further reduce carbon emissions, including ongoing work with Pulpex on the development of another paper-based bottle concept.