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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