Paper Bottles to Revitalize Paper and Board Packs in West Europe
A new report from GlobalData is saying that the launch of the “Absolut Paper” prototype has the potential to reset traditional perceptions around paper and board (P&B) packaging for spirits in the UK. (Diageo’s Johnnie Walker Scotch Whiskey brand is also expected to release a 100% plastic-free spirits bottle later in 2021.) The research firm says these developments will be a plus for environmentally conscious consumers, and the Absolut launch is likely to be successful due to the alignment with green trends. The firm adds, however, that the production process will need to be made clear to show that the pack’s sustainability credentials are actually being met.
Holly Inglis, beverages analyst at GlobalData, comments, “Although the use of P&B for spirits declined in Western Europe by 9.1% between 2019 and 2020* to one million units, sustainable production and eco-conscious consumption remain highly sought-after concepts to the modern-day consumer. Absolut’s packaging launch has challenged the status quo. It is unlike anything ever seen before in the UK’s alcoholic drinks market, and is likely to be successful as it is a clear attempt to align with green trends and will evoke a behavioral change among both producers and consumers.