Johnnie Walker Black Label introduces 90 percent paper-based bottle in Edinburgh trial

Johnnie Walker's new 90 percent paper bottles.

Diageo, the drinks giant behind iconic brands such as Guinness, Don Julio Tequila, and Smirnoff Vodka, has unveiled a new sustainable packaging innovation for Johnnie Walker Black Label. The 90 percent paper-based bottle is set to debut in an exclusive trial at Johnnie Walker Princes Street’s 1820 bar, in Edinburgh.

This pioneering packaging marks Diageo’s first venture into using a paper-based 70cl bottle in an on-trade setting. Created in collaboration with PA Consulting and PulPac, as part of the Bottle Collective initiative, the trial kicks off tomorrow (25-Sep-24) and will run until mid-October.

A total of 250 bottles will be used during the trial, enabling the company to assess how bartenders interact with and pour from the bottle, and how the bottle fares in a bar environment. While customers can view the bottles in action, they will not be available for purchase.

This initiative follows the success of Diageo’s Baileys mini bottle (80ml) paper-based trial at the Time Out Festival in Barcelona earlier this year, also developed using PulPac’s Dry Molded Fiber technology. Lessons learned from that trial helped inform the design of the new Johnnie Walker bottle. Despite its innovative material, the bottle retains the iconic square shape of the Johnnie Walker Black Label while incorporating premium design elements, such as embossed facets and the signature ‘Striding Man’ motif.

Jennifer English, Johnnie Walker’s Global Brand Director, emphasised the importance of innovation in achieving sustainability goals: “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 future of bottle manufacturing?

The paper-based bottle is made from 90 percent paper, with a lightweight plastic liner. It is approximately 60 percent lighter than the traditional glass bottle, and early life cycle analysis suggests it could reduce carbon emissions by up to 47 percent compared to its glass counterpart.

The bottle’s closure, a combination of cork and Dry Molded Fiber, was developed with PulPac, Setop DIAM and PA Consulting, but is only intended for use during the trial and has been excluded from recyclability calculations at this stage.

Recyclability was a key focus during the design of the bottle, with the plastic liner engineered to separate easily from the paper outer layer, aiding recycling facilities. While the stopper used in this trial is not yet recyclable, alternative sustainable solutions are in development.

Jamie Stone, Design and Innovation Expert at PA Consulting, commented: “These bottles break new ground in packaging design and show the potential to significantly reduce carbon emissions, while maintaining the luxury and size expected in the premium drinks market.”

Stone added, “PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon intensive and more sustainable packaging. We look forward to collecting feedback from bartenders and the public following the market trial, so we can test and refine the bottle and technology further.”

This trial is just one of Diageo’s steps towards more sustainable packaging. The company has also been working with Pulpex on alternative packaging solutions and recently introduced the world’s lightest whisky glass bottle—Johnnie Walker Blue Label Ultra, weighing only 180g.