Diageo Trials Sustainable Paper-Based Bottle for Baileys Irish Cream
Diageo, renowned for brands like Johnnie Walker, Don Julio, and Guinness, has unveiled an innovative step towards sustainability. The company is set to trial a paper-based bottle for its Baileys Irish Cream Liqueur, marking a significant milestone in eco-friendly packaging solutions.
Introducing the 90% Paper Dry Molded Fiber Bottle
In collaboration with PA Consulting and as part of the Bottle Collective with PulPac, Diageo is pioneering the use of Dry Molded Fiber technology. The new bottle comprises 90% paper, complemented by a thin plastic liner and a foil seal. This design ensures the bottle is recyclable in standard paper streams without requiring consumers to separate the plastic liner.
The trial involves 2,000 Baileys mini bottles (80ml), which will be tested with consumers at the Time Out Festival in Barcelona, Spain, from May 25-26. This marks Diageo’s first consumer-facing trial with paper-based bottles, evaluating not only the bottle’s durability during transport from Ireland to Spain but also consumer interaction and understanding of its sustainability features.
Commitment to Sustainable Packaging
Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo, emphasized the company’s dedication to sustainable innovation. “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.”
Diageo’s initiative addresses a significant gap in the market: while 68% of consumers express a desire to purchase more sustainably, only 12% actually do so due to barriers such as cost, availability, and confusion about sustainable options. By developing and promoting sustainable packaging, Diageo aims to bridge this gap, helping consumers make environmentally conscious choices without sacrificing quality or convenience.
A Holistic Approach to Sustainability
To support its sustainability goals, Diageo has implemented comprehensive frameworks across the organization. These include an environmental CLAIMS checklist based on CMA guidelines and LCA assessment tools, ensuring that scientific substantiation and creative communication are used to convey the sustainability credentials of their products effectively.
Jamie Stone, Design and Innovation Expert at PA Consulting, praised the launch of the Diageo Baileys Minis. “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 organizations through our Bottle and Blister Pack Collectives has enabled us to pool resources and dramatically accelerate the time to market for this important innovation.”
Expanding Sustainable Solutions Across the Portfolio
Diageo is not stopping with Baileys. The company is exploring paper-based packaging for other products in its portfolio. As a committed member of the Pulpex consortium, Diageo continues to develop and test the Johnnie Walker paper-based bottle, which remains in the development phase.
Additionally, Diageo is designing a spiral-wound paper-based bottle for Don Papa, a super-premium Filipino rum brand. This bottle aims to eliminate the need for a cardboard gift box, creating the illusion of a gift box that is, in fact, the bottle itself. This follows Diageo’s 2022 announcement to phase out cardboard gift boxes for its premium Scotch portfolio, a move intended to reduce excess packaging.
Innovative Packaging Formats
Diageo’s commitment to sustainability extends beyond paper bottles. The company is also trialing lightweight glass bottles using a novel coating developed by EXXERGY. Following a successful initial phase, Diageo has invested in further lab testing and is collaborating with supply chain partners Ardagh and Dassault Systèmes to finalize this innovative solution.
In March, Diageo introduced an aluminum bottle for Baileys, testing 30,000 bottles across selected European airports. This aluminum format is projected to reduce carbon emissions by 44% compared to the current glass bottle, demonstrating Diageo’s dedication to reducing its environmental footprint through innovative packaging.
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Aligning with ESG Goals
These packaging trials are part of Diageo’s broader 10-year ESG action plan, ‘Society 2030: Spirit of Progress.’ With packaging contributing to one-third of Diageo’s total Scope 3 carbon footprint, these new sustainable options are crucial to meeting the company’s environmental targets.
By trialing these new packaging formats, Diageo is making significant strides in reducing its environmental impact while maintaining the high standards expected by its consumers. These efforts underscore Diageo’s commitment to sustainability, innovation, and consumer satisfaction.
Looking Forward
As Diageo continues to explore and implement sustainable packaging solutions, the company’s efforts are expected to set new industry standards. The trial of the paper-based bottle for Baileys Irish Cream is just one example of how Diageo is leading the way in environmental stewardship.
The company’s innovative approach to packaging not only addresses current consumer demands for sustainability but also anticipates future needs and technological advancements. By continuously evolving its packaging solutions, Diageo is ensuring that it remains at the forefront of sustainable practices in the beverage industry.
In conclusion, Diageo’s trial of the paper-based bottle for Baileys Irish Cream represents a significant step towards a more sustainable future. The company’s commitment to reducing its environmental footprint through innovative packaging solutions is a testament to its dedication to sustainability and consumer satisfaction. As Diageo continues to push the boundaries of sustainable packaging, it sets a positive example for the industry and contributes to a greener, more sustainable world.
