Diageo Trials Paper Bottles for Baileys in Green Push
Diageo PLC
Beverage giant Diageo is testing eco-friendly paper packaging for its popular Baileys Irish Cream liqueur.
This marks a critical step towards their sustainability goals, aiming to reduce environmental impact and cater to consumer demand for greener options.
The Pilot Project
Partnering with PA Consulting and PulPac, Diageo is trialling a 90% paper bottle with a thin plastic liner and foil seal.
This initial consumer test involves 2,000 mini Baileys bottles at the Time Out Festival in Barcelona.
The trial will assess consumer interaction with the material, travel durability, and understanding of the paper bottle's sustainability benefits.
Sustainability Focus
Diageo acknowledges the gap between consumer desire for sustainable products and actual purchase behaviour due to factors like cost and confusion.
Their strategy involves innovation, clear communication, and marketing to bridge this gap.
Frameworks like environmental claims checklists and LCA assessments ensure accurate and transparent communication of sustainability efforts.
Beyond Paper Bottles
Diageo remains committed to exploring paper packaging across its portfolio.
They are developing a Johnnie Walker paper bottle concept and collaborating with Don Papa Rum on a 90% paper-based bottle that eliminates the need for a separate gift box.
Lightweighting glass bottles using a new coating is another initiative Diageo is pursuing.
These trials build upon their previously announced aluminium bottle test for Baileys, targeting a 44% carbon footprint reduction.
Overall Impact
These packaging innovations contribute to Diageo's "Society 2030: Spirit of Progress" action plan, a 10-year ESG (environmental, social, and governance) initiative aimed at reducing the company's environmental impact, particularly focusing on packaging, which makes up a third of their carbon footprint.
Discover an extensive network of ESG providers here
Source: Diageo
