Industry News

Diageo is holding a paper-based bottle trial for Baileys Irish Cream Liqueur

by | May 30, 2024

Diageo is a company that is well-known for making Johnnie Walker Scottish Whisky, Don Julio Tequila and Guiness and they have recently announced their plans to begin a trial around new packaging. This packaging will be paper-based and it will be intended for Baileys, the Original Irish Cream Liqueur.

The forward-thinking company will be partnering with PA Consulting, as part of the Bottle Collective with PA and PulPac and Diageo has laid out plans to begin by trialling the use of Dry Molded Fiber to create this bottle. This is the material of choice, as it consists of 90% paper and it only has a thin plastic liner, plus a foil seal. This is Diageo’s first consumer facing trial and this trial will be an excellent test to observe how the bottles travel from Ireland, which is where the filling site is based, to Barcelona. The trial will also provide the company with data on how the consumers interact with the material, as well as how they understand the sustainability credential that come with the paper bottle.

This bottle has been designed extremely well, as it has been made suitable for recycling in standard paper streams and it also does not require consumers to separate the plastic liner from the paper bottle, when it comes to disposing of the product.

Alongside the developments made for Baileys, Diageo is also experimenting with other kinds of paper formats that could be used throughout its wider portfolio. These other developments can be seen through the company’s work as a member of the Pulpex consortium and their interest in developing and evaluating their Johnnie Walker paper-based bottle, which is still in development, plus other similar concepts.

It was in March that Diageo announced the trial of the 30,000 bottles of Baileys which would be sold in an aluminium format throughout selected airports. This would include airports in Europe, such as Copenhagen, Amsterdam and Frankfurt. The aim with this movement, would be to create a 44% reduction in carbon, in comparison to the glass bottle, which Baileys is currently sold in.

Performing this trial aligns with Diageo’s wider 10-year ESG action plan ‘Society 2030: Spirit of Progress’. So far it has been seen that Diageo’s packaging contributes one third to its total Scope 3 carbon footprint and the new options which Diageo is now presenting, highlight the path the company is taking towards reducing their carbon footprint.

President, Global Supply Chain & Procurement and Chief Sustainability Officer, Diageo Ewan Andrew, said, “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.”

Design and Innovation Expert at PA, Jamie Stone, added, “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. 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.”

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