(Photos: Diageo)
On Tuesday, Johnnie Walker Scotch unveiled a "first-of-its-kind" paper-based bottle for its flagship Black Label expression. It represents the latest in a string of moves as the world's largest scotch producer sets its sights on sustainability in a fast-changing market.
The trial began this week with 250 bottles available exclusively at the brand's 1820 bar in Edinburgh, Scotland. Each container is reportedly made from 90% dry molded paper with a thin plastic liner containing the liquid within. Brand owner Diageo, the British firm behind Casamigos, Guinness and Smirnoff, last dipped its toes into the concept in June with paper-based bottles for Baileys Irish Cream liqueur.
Johnnie Walker says the packaging is 60% lighter than its glass counterpart, with a 47% potential reduction in carbon emissions.
“The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey," Global Brand Director Jennifer English remarked in a news release. "This test allows us to explore new packaging in the high intensity environment of the ontrade. We are pioneering new packaging solutions and shaping the future of the industry.”
Beyond sustainability, it's possible that the experiment was designed in response to looming supply chain hurdles.
Glass shortages attributed to freight costs and government duties rocked the liquor industry in late 2021. Though the period was brief, it forced heavy hitters like Beam Suntory and Diageo to pivot toward plastic bottles at liquor stores nationwide. The solution hardly made sense in the long term — apart from being harmful to the environment, plastic is known to seep into liquor and leave behind residual polymers.
A move toward paper packaging could present the perfect solution if glass once again slides out of reach. Diageo, currently swept up in a sales decline and rumors of a takeover bid, may be especially keen to protect itself from market turbulence.
Johnnie Walker tested the possibilities earlier this month with the debut of the world's lightest glass whisky bottle. Weighing in "roughly the same as an iPhone," the 180-gram decanters vaguely resembled an upside-down lightbulb filled to the brim with booze.
Global Design director Jeremy Lindley declared it the beginning of a movement.
"We took our vision to a team of expert glassmakers and throughout a five year test-and-learn process slowly discovered how to create elegant, lightweight glass," Lindley told the press. “Rather than hold this new knowledge close to our chest, we’re excited to be offering a royalty-free licence to our granted UK patent to the world. We hope that our discoveries will have a positive impact within the wider industry and help discover new possibilities for lighter, lower carbon packaging alternatives.”
Johnnie Walker tested the possibilities earlier this month with the debut of the world's lightest glass whisky bottle. Weighing in "roughly the same as an iPhone," the 180-gram decanters vaguely resembled an upside-down lightbulb filled to the brim with booze.
Global Design director Jeremy Lindley declared it the beginning of a movement.