Absolut and L’Oréal join Carlsberg and Coca-Cola in initiative to develop paper bottles
Paper bottles may seem unlikely in the worlds of spirits and perfume – but The Absolut Company and L’Oréal are exploring the idea after joining an initiative with Coca-Cola and Carlsberg to develop a fully bio-based and recyclable paper bottle.
The brands are working with Paboco, a joint venture between Swedish paper manufacturer BillerudKorsnäs and bottle manufacturer Alpla, to develop the paper-based bottles.
The brands will support the development of the product with initiatives such as driving consumer engagement surrounding sustainability, and working with the retail industry to communicate consumer awareness and advise on best practices for the paper bottle once its developed,
Carlsberg announced its involvement with Paboco at the start of October, alongside Absolut, L’Oréal and Coca-Cola.
Myriam Shingleton, VP of Group Development at Carlsberg Group, said at the launch: ““The work with our partners since 2015 on the Green Fibre Bottle illustrates that this kind of innovation can happen when we work together. We’re delighted that other like-minded companies have now joined us as part of Paboco’s paper bottle community. Partnerships such as these, ones that are united by a desire to create sustainable innovations, are the best way to bring about real change.”
Lena Danielsson, head of innovation and new ventures at The Absolut Company, said: “Joining the Paboco community seemed like a natural fit as our commitment to sustainability has always been one of Absolut Vodka’s key pillars. We look forward to working alongside likeminded individuals to further minimize our impact on the planet and create a product that helps us move toward a more circular system of living.”
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