When Absolut sold a special edition vodka in paper bottles in the U.K. in the summer of 2023, the cap was aluminum because it is a difficult piece to reconfigure. Two years later, the spirit maker has successfully tested a paper lid.

The cap was introduced in real-world settings — bars — to make sure neither leaks nor degradation resulted from frequent screwing and unscrewing. Absolut also wanted to confirm that bartenders could grip the bottles easily.

“If it doesn’t work, you will hear about it,” said Eric Nat, director of packaging development at Absolut. “If it does, no one will comment.” That’s not quite true. The participating bartenders voiced approval for how quiet the bottles were when tossed into recycling bins, no small issue in busy establishments. 

Absolut is one of several consumer products companies — along with Carlsberg, Cola-Cola, L’Oreal and Procter & Gamble — that is collaborating with Paboco (the Paper Bottle Company) on paper-based alternatives to glass, aluminum and plastic containers. Paboco, created through a joint venture of European packaging companies Sweden’s Billerud and Austria’s Alpla, is aiming to launch paper bottles at scale by the end of 2025.

Absolut’s interest in paper bottles is spurred by a desire to transition to lower-emissions materials and reduce plastic waste, according to Nat and another company executive involved with the project, Louise Palmstierna, director of future packaging. “We saw fiber technology as promising, because we knew that recycling needed to be part of the equation,” Palmstierna said. 

The concepts that Absolut is currently evaluating will eventually be shared with other brands of parent company, Pernod Ricard, seller of Glenlivet Scotch and Beefeater gin.

Absolut’s packaging team meets regularly with other brands that are experimenting with paper bottles. “We have different takes, but the same ambition,” Nat said. “The faster we can get to market, the faster we can get acceptance.”

Putting a lid on it

Absolut partnered with a Swedish startup, Blue Ocean Closures, to produce its paper cap. Blue Ocean and Paboco had released a paper bottle and cap in October 2024 that weighs less than 16 grams. (They didn’t disclose the capacity.) Both bottle and lid, which include a thin layer of plastic to protect against leaks, were designed to be suitable for paper recycling systems. The plastic weighs about 2 grams.

The Collective Good wine collection at Target. Credit: Frugalpac

Pros and cons

Shifting entirely to biobased barriers for the bottle and cap is a priority, but it presents unique challenges. “Working with a spirit is tough,” Nat said. 

Here are four reasons why:

• Alcohol content: Over time, alcohol stains paper — a significant branding consideration.
• Shelf life: Bigger bottles can sit for a year or more, so packaging that outlasts such a timeframe is critical. For now, Absolut plans to use paper only for smaller quantities. 
• Carbonation: The relevant brands in Pernod Richard’s portfolio will steer clear of paper bottles until there is more data on how barriers stand up to bubbles.
• Flavor: Absolut is studying how the new packaging affects the taste of its flavored versions. 

Tradeoffs to consider

Sector interest in paper bottles mirrors a more global one, said David Linich, a PwC partner focused on decarbonization and sustainable operations. In the U.S., paper is recycled at a higher rate than glass — roughly 60 percent versus 31 percent. That said, the bottles could potentially introduce substances of concern, such as per- and polyfluoroalkyl substances (aka PFAS), in their leak-prevention barriers. “It’s not a clear and easy decision,” Linich said.

Most paper bottles remain available only in limited quantities. One notable exception is Target’s Collective Good wine collection, launched in April. The initial release of four varietals arrived in 256,000 bottles provided by British company Frugalpac, which also makes them for Monterey Wine Co. Frugalpac’s bottles require consumers to separate a plastic pouch from the paper bottle; both are recyclable, in different bins.

Although the unique format of paper bottles offers important shelf differentiation, brands need to be “cognizant of greenwashing claims,” said Brad Kurzynowski, manager of fiber for the Sustainable Packaging Coalition. 

“The bottles are produced from a renewable resource and have an interesting recovery pathway,” Kurzynowski said. “But they are also replacing materials with relatively good recycling rates. There also needs to be consideration of something like lifecycle carbon footprint and how a heavier bottle might perform against something like a lightweight plastic bottle.”

Absolut has said little publicly about its ultimate commercialization plans. Still, it believe that paper bottles “introduce a new way for consumers to think differently,” said Palmstierna. 

“It’s about the right package for the right occasion,” she said. “You might buy a glass bottle for consumption over time, but if you’re hosting a party, paper is perfect. We want to change consumer behavior, and we can’t be alone to do that.”