# Paper Alcohol Bottles Absolut's Prototype Paper Bottles Feature Reduced Plastic By Laura McQuarrie | Published 2020-09-12 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/paper-bottle-absolut References: [thedieline](https://thedieline.com/blog/2020/9/10/absolut-announces-trial-of-prototype-paper-bottles) The [Absolut](https://www.trendhunter.com/trends/absolut) Company is introducing a few thousand recycled and recyclable [paper bottles](https://www.trendhunter.com/trends/paper-bottle-margarita) 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](https://www.trendhunter.com/trends/paper-based-bottles) (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 ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 99% | Activity: 100% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Recycled Packaging:** The reduced plastic bottle design opens up opportunities for brands in the alcohol and personal care industries to explore more sustainable packaging options. - **Mindful Material Use:** Companies can capitalize on the growing demand for environmentally friendly products by developing packaging prototypes that use lighter and more recyclable materials. - **Consumer Feedback Gathering:** The market tests and consumer feedback collection by Absolut present an opportunity for companies to gather valuable insights and improve their packaging designs. ### Industries Being Reshaped - **Alcohol:** Alcohol brands can leverage the reduced plastic bottle design to appeal to environmentally conscious consumers and differentiate themselves in the market. - **Personal Care:** Personal care brands can explore similar sustainable packaging solutions to meet the growing consumer demand for eco-friendly products and reduce plastic waste. - **Packaging:** The development of the paper bottle prototype by The Paper Bottle Company opens up disruptive innovation opportunities in the packaging industry, encouraging the exploration of more sustainable and recyclable materials. ## Related on Trend Hunter - [Paper Wine Bottles](https://www.trendhunter.com/trends/avallen-paper-bottle-packaging.md) - [Paper-Made Alcohol Bottles](https://www.trendhunter.com/trends/diageo-1.md) - [Paper-Made Spirit Bottles](https://www.trendhunter.com/trends/johnnie-walker-black-label-bottle.md) - [Woven Vodka Bottles](https://www.trendhunter.com/trends/absolut.md) - [Paper Vodka Bottles](https://www.trendhunter.com/trends/mother-of-pearl-vodka.md) - [Sustainable Spirit Packaging](https://www.trendhunter.com/trends/sapling-spirits-vodka.md) - [Plant-Based Plastic Bottles](https://www.trendhunter.com/trends/sustainable-pet-bottle.md) - [Eco-Friendly Alcohol Bottles](https://www.trendhunter.com/trends/glass-spirits-bottle.md) - [Paper Bottle-Packaged Cocktails](https://www.trendhunter.com/trends/world-of-zing-cocktails.md)