Diageo, the maker of Johnny Walker, has announced plans to trial paper packaging for its Irish cream liquor, Baileys.
The company will partner with P A Consulting to produce the paper packaging, which is made from moulded cellulose-fibre pulp, layered with an inner plastic liner, and sealed with foil. Baileys will initiate the trial with 2,000 bottles using this innovative packaging.
The new paper format will debut at Spain’s ‘Time Out Festival’ in Barcelona, where attendees will have the opportunity to experience the mini 80ml bottles. Diageo reports that these aluminium bottles are five times lighter than traditional glass Baileys bottles, potentially reducing carbon emissions by 44%.
The company has set ambitious targets to increase the recycled content in its packaging to 60% and decrease the total packaging weight by 10%.
Ewan Andrew, President of Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo, commented on the new development, stating, “When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements. The consumer is becoming more sustainability savvy, and we believe we can meet that need using our design and innovation to bring premium products and more sustainable solutions together.”
Diageo has partnered with duty-free retailer Heinemann and German grocer REWE to sell the paper-packaged bottles. From April to June, the product will be available at airports in Amsterdam, Frankfurt, and Copenhagen, with REWE stocking the bottles for a limited time in May.
In addition to Baileys, Diageo is exploring paper packaging formats across its broader portfolio. The company is continuing to develop and internally test its Johnnie Walker paper-based bottle concept, along with other paper-based bottle concepts. Furthermore, Diageo is collaborating with Don Papa, the super-premium Filipino rum brand, to develop a spiral-wound paper-based bottle design that is expected to be 90% paper-based.
This initiative underscores Diageo’s commitment to sustainability and innovation in packaging, aiming to provide more environmentally friendly options while maintaining the premium quality expected by consumers.
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