In its next step towards sustainability, The Absolut Company looking at a paper bottle for its vodka.

The paper bottle prototypes will be tested on Absolut Vodka (40% ABV) and Absolut Mixt (4% ABV) and will be launched initially in the UK and Sweden.

The bottles will be recyclable and are made from 57 per cent paper and 43 per cent recycled plastic. The first production run is set to go into testing November 2020 if successful.

The project is part of a larger initiative with The Paper Bottle Company (Paboco) and its pioneer community, which involves global brands such as Coca-Cola, Carlsberg and L’Oréal. Their goal is to encourage the use of more sustainable packaging methods and challenge the mindsets of both producers and consumers.