A Scotch whisky giant has today announced plans to trial 'ground-breaking' new paper-based bottles at a bar in Edinburgh.
Diageo will launch the trial of Johnnie Walker Black Label exclusively at Johnnie Walker Princes Street’s 1820 bar in Edinburgh from this week in an effort to asses how bartenders interact with and pour from the bottle.
This will be the second paper-based bottle trial from Diageo and PA, following the success of the Baileys paper-based bottle mini format trial, using a similar Dry Molded Fiber innovation at the Time Out Festival in Barcelona earlier this year.
The bottle’s design retains the square shape of Johnnie Walker Black Label as well as the embossing of the Striding Man on the bottle and closure.
A total of 250 paper-based bottles will be used with the project expected to run until mid-October.
While members of the public will be able to see the bottles in use behind the Edinburgh bar, they will not be able to purchase one.
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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.”
The trial bottle is made from 90% paper and a very thin plastic liner, making it approximately 60% lighter than the glass alternative.
The bottle closure was developed in collaboration with PulPac, Setop DIAM and PA and is made from a combination of cork and Dry Molded Fiber paper technology.
Johnnie Walker Princes Street drinks development lead Miran Chauhan, shared his enthusiasm for the trial, stating: “It’s only fitting that the 1820 rooftop bar at Johnnie Walker Princes Street is the first to trial this groundbreaking design.
“Johnnie Walker Princes Street was designed and developed with sustainability in mind, and we look forward to welcoming guests to visit, speak with our team, and learn more during the trial.”
Diageo and Johnnie Walker continue to explore paper formats across the wider portfolio as a means to reduce carbon emissions.
This includes an ongoing partnership with Pulpex as they continue to develop and internally test their initial concept paper-based bottle.
For more information on Diageo visit, www.diageo.com.
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