Diageo, the parent company of global whisky brand, Johnnie Walker, has announced the creation of the world’s first 100% plastic-free bottle. The limited edition of this Johnnie Walker bottle, launching in 2021, will be made entirely from paper which will come from sustainably-sourced wood.
To achieve this, Diageo partnered with venture management company Pilot Lite to launch Pulpex Limited, a new world-leading sustainable packaging technology company. “To ensure that the technology can be used in every area of life, Pulpex Limited has established a partner consortium of world-leading FMCG companies in non-competing categories including Unilever and PepsiCo, with further partners expected to be announced later in the year,” Diageo said in its press release. Both companies are expected to launch their own paper-branded bottles in 2021.
Speaking further, Diageo’s chief sustainability officer, Ewan Andrew, stated:
“We’re proud to have created this world first. We are constantly striving to push the boundaries within sustainable packaging and this bottle has the potential to be truly ground-breaking. It feels fitting that we should launch it with Johnnie Walker, a brand that has often led the way in innovation throughout its 200 years existence.”
The bottle will be fully recyclable in standard waste streams. It is expected that this technology will allow brands to rethink their packaging designs, or move existing designs into paper, whilst not compromising on the existing quality of the product.
Source: Forbes