The Absolut Company is identifying paper bottle packaging as a "promising opportunity" and is looking toward the material in order to build a "truly circular system." The brand is participating in a collaborative paper bottle development project called 'Paboco.' Other companies that are betting on a more sustainable future are Carlsberg, L'Oreal, and Coca-Cola.
Not only is the paper bottle packaging lighter than glass, but "sustainability is the main driver for [The Absolut Company]." As a result, being fully recyclable is very important. The project is facing a few challenges—from finding barrier solutions that can sustain liquid and materials that will withstand carbonated contents. However, Louise Werner, director of the Absolut Company’s future packaging team, is optimistic.
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Key Themes Behind This Trend
- Paper Bottle Packaging
- Disruptive innovation opportunity: Developing barrier solutions for sustaining liquid and materials that withstand carbonated contents in paper bottle packaging.
- Circular Economy
- Disruptive innovation opportunity: Building a truly circular system by utilizing paper bottle packaging for a more sustainable future.
- Sustainable Packaging
- Disruptive innovation opportunity: Creating fully recyclable packaging as a main driver for sustainability in the industry.
Where This Applies
- Beverage Industry
- Disruptive innovation opportunity: Introducing paper bottle packaging as a lighter and more sustainable alternative to glass in the beverage industry.
- Personal Care Industry
- Disruptive innovation opportunity: Adopting paper bottle packaging in products like shampoo, lotion, and other personal care items for a more eco-friendly packaging solution.
- Alcohol Industry
- Disruptive innovation opportunity: Implementing paper bottle packaging in alcoholic beverages to reduce environmental impact and appeal to eco-conscious consumers.
