Diageo is rolling out a paper-packaging trial for its Irish cream liqueur brand Baileys, the group’s first consumer-facing paper bottle test.
The paper packaging is made using molded cellulose-fibre pulp that has been layered with an inner plastic liner and topped with a foil seal. Baileys paper packaging trial will consist of 2,000 bottles.
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Attendees of Spain’s ‘Time Out Festival’ in Barcelona will be among the first to encounter the paper format, which comes in ‘mini’ 80ml bottles.
Diageo wants to test how the paper bottles travel from their filling site in Ireland to Spain, as well as assess consumer sentiment about the product. The group said it is “exploring” paper formats across its portfolio.
The trial is being done in partnership with the sustainable packaging consortium the Bottle Collective, PA Consulting and Swedish dry moulded fibre packaging producers PulPac.
“We are delighted that the Diageo Baileys Minis are now hitting the consumer market. Dry molded fiber bottles are a huge step forward, setting new standards in the world of more sustainable packaging,” Jaime Stone design and innovation expert at PA said.
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By GlobalData“But this is only the beginning. PulPac’s dry molded fiber technology has immense potential: not only is it water-saving, energy-efficient and recyclable, but it is also viable at commercial manufacturing speeds and scale.
“Working with Diageo and other organisations through our Bottle and Blister Pack Collectives has enabled us to pool resources and dramatically accelerate the time to market for this important innovation,” Stone said.
This is the second notable packaging trial for the Irish cream brand. In March, Diageo launched aluminium bottles for its Baileys brand. Diageo said it will make “over 30,000” of the aluminium bottles available to buy.
The spirits giant is selling the bottles through duty-free retailer Heinemann and German grocer REWE. Between April and June, the product will go on sale at airports in Amsterdam, Frankfurt and Copenhagen. In May, Rewe will stock the bottles for a “limited time only”.
According to Diageo, the aluminium bottles are five times lighter than the traditional glass Baileys bottles “with an anticipated 44% reduction in carbon”.
Diageo has a series of targets to reduce the impact of its operations on the environment. The group is aiming to increase the “recycled content” in its packaging to 60%” and reduce the total weight of its packaging by 10%.
The Tanqueray owner also wants to ensure 100% of the plastics it uses “are designed to be widely recyclable, reusable, or compostable in countries where we operate” by 2025.
One-third of Diageo’s Scope 3 carbon footprint is generated by packaging.
