Diageo Unveils First Paper-Based Bottle Trial For Johnnie Walker

Following the recent unveiling of Johnnie Walker Blue Label Ultra, the lightest glass whisky bottle in the world, Diageo has revealed a second innovative packaging trial. Johnnie Walker Black Label is set to be served at Johnnie Walker Princes Street’s 1820 bar in Edinburgh, packaged in a 90 % paper-based bottle. 

The trial will assess how bartenders interact with the bottle as well as its usefulness and aesthetics in a bar setting. A total of 250 paper-based bottles will be used in the trial which begins tomorrow (September 25th) and runs until mid-October. 

Learning From Bailey’s 

This is the second paper-based bottle trial by Diageo, completed in collaboration with PA Consulting. The first trial saw great success with the Bailey’s paper-based bottle mini format (80ml) upon completion at the Time Out Festival in Barcelona this year. 

The Diageo team has used what they learned from the Bailey’s trial and applied their knowledge on a larger scale to present Johnnie Walker Black Label. 

The Johnnie Walker Black Label Paper-Based Bottle 

Unlike the Johnnie Walker Blue Label Ultra, this paper-based bottle will retain the brand’s signature square shape. 

In order to make the bottle feel and look premium, carefully designed facets have been cut into the side of the bottle. Johnnie Walker’s famous Striding Man, as well as the whisky’s aged statement, is embossed in gold foiling. 

The bottle itself is made from 90% with a plastic inner lining to hold the liquid. At approximately 60% lighter than a standard 70cl Johnnie Walker bottle, an “external life cycle analysis on the prototype” shows an approximate 47% potential reduction in carbon emissions. This is not only due to the material that the bottle is made from but also because less weight equals less energy and carbon required for transportation. 

Recyclability has also been thoroughly considered, with the inner plastic lining able to be disposed of separately from the paper jacket. Whilst the current capsule used for the trial is not recyclable, Diageo says that “alternative solutions are in development.” 

Sustainability & Pushing Boundaries 

With this announcement coming just over a week after the unveiling of the Johnnie Walker Blue Label Ultra, it seems that Diageo is reaffirming its commitment to innovating packaging solutions in the name of sustainability. 

Jennifer English, Johnnie Walker Global Brand Director, said: “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions.”

“The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey. This test allows us to explore new packaging in the high intensity environment of the on-trade. We are pioneering new packaging solutions and shaping the future of the industry.”

Jamie Stone, Design and Innovation Expert at PA Consulting, added: “PA is delighted to have worked with Diageo and PulPac to produce these paper-based bottles for Johnnie Walker Black Label. These bottles break new ground in packaging design and shows the potential to significantly reduce carbon emissions, whilst seeking to maintain the elegance, luxury, and bottle size expected in the premium drinks market.

“PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon intensive and more sustainable packaging. We look forward to collecting feedback from bartenders and the public following the market trial, so we can test and refine the bottle and technology further.”

Questions About The Johnnie Walker Paper-Based Bottle?

Diageo has also launched a short YouTube video answering some of the most frequently asked questions about the paper-based bottle trial. You can watch the video below or click here.