Pernod Ricard-owned Absolut Vodka will sell its paper bottle in British supermarket chain Tesco as part of a three-month pilot test.
The move marks the first time a paper-based bottle will have been sold commercially in-store by a global spirits company, the vodka producer said.
The vodka brand created the paper bottle in collaboration with The Paper Bottle Company (Pabaco). The two companies first teamed up in 2019.
Absolut will test how the paper-based bottle transports and how consumers perceive it. Unlike previous pilots for the Absolut Mixt ready-to-drink product, which had a lower ABV of 5%, this 500ml bottle will be tested using Absolut’s higher ABV of 40%.
The bottle will be sold in 22 Tesco stores across Greater Manchester throughout the summer, priced at RRP £16. Manchester was chosen due to its high recycling rates and facilities.
These first-generation single-mould bottles are made from 57% paper and recyclable plastic.
Pernod Ricard said paper bottles are eight times lighter and easier to carry than standard glass bottles.
Charl Bassil, global vice-president, Absolut, said: “Absolut Vodka has a rich heritage of collaborations and partnerships, and the brand is working towards developing packaging solutions that consumers want and our planet needs.
“Absolut remains committed to a sustainable future in which it continues to mix things up, with recyclable lighter paper-based bottles to complement Absolut’s iconic glass bottles. This ground-breaking test takes Absolut a step closer to that becoming a reality.”
The brand said it is on track to be a carbon-neutral product by 2030, with its distillery emitting 98% fewer emissions than the average distillery.