The Absolut Company is introducing a few thousand recycled and recyclable paper bottles to the UK and Sweden as part of its trial of a new packaging prototype that's comprised of 43% plastic. The reduced plastic bottle design was developed by The Paper Bottle Company (Paboco) and it helps to address the need for more mindful material use, especially ones that are lighter and have better end-of-life options.
The plastic that is used in the bottle is said to form a barrier that protects the contents. Brands across the alcohol and personal care industries are experimenting with similar designs that are capable of holding liquids yet share a more sustainable packaging experience overall.
With this new bottle, Absolut will be conducting a few market tests of this prototype and gathering consumer feedback.
Image Credit: The Absolut Company