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

The fight against the COVID-19 outbreak has resulted in a dire need for supplies. As a result, distilleries and pharmacists from around the world are taking matters into their own hands by swapping gin, vodka and palm wine for hand sanitisers.

Pernod Ricard, which owns more than 90 brands of liquor—including Absolut Vodka, Chivas Regal, and Seagram’s Gin—supports Union des Clubs Taurins Paul Ricard (UCTPR), a collective of more than 400 clubs that support, promote, fund, and organize bullfights and other social events for bullfighting enthusiasts. UCTPR is the biggest bullfighting group in Europe.

Booze trends are pointing firmly towards the craft end of the market, so how does a global giant like Absolut Vodka – owned by Pernod Ricard – fight back?

Nearly 30 years ago, Absolut introduced Absolut Citron – a flavor that quickly skyrocketed into pop culture as a key ingredient in the Cosmopolitan cocktail.