Diageo Trials Paper Bottles for Baileys in Green Push
Published on: May 23, 2024
by KnowESG,
Diageo PLC
Beverage giant Diageo is testing eco-friendly paper packaging for its popular Baileys Irish Cream liqueur.
This marks a critical step towards their sustainability goals, aiming to reduce environmental impact and cater to consumer demand for greener options.
The Pilot Project
- Partnering with PA Consulting and PulPac, Diageo is trialling a 90% paper bottle with a thin plastic liner and foil seal.
- This initial consumer test involves 2,000 mini Baileys bottles at the Time Out Festival in Barcelona.
- The trial will assess consumer interaction with the material, travel durability, and understanding of the paper bottle's sustainability benefits.
Sustainability Focus
- Diageo acknowledges the gap between consumer desire for sustainable products and actual purchase behaviour due to factors like cost and confusion.
- Their strategy involves innovation, clear communication, and marketing to bridge this gap.
- Frameworks like environmental claims checklists and LCA assessments ensure accurate and transparent communication of sustainability efforts.
Beyond Paper Bottles
- Diageo remains committed to exploring paper packaging across its portfolio.
- They are developing a Johnnie Walker paper bottle concept and collaborating with Don Papa Rum on a 90% paper-based bottle that eliminates the need for a separate gift box.
- Lightweighting glass bottles using a new coating is another initiative Diageo is pursuing.
- These trials build upon their previously announced aluminium bottle test for Baileys, targeting a 44% carbon footprint reduction.
Overall Impact
These packaging innovations contribute to Diageo's "Society 2030: Spirit of Progress" action plan, a 10-year ESG (environmental, social, and governance) initiative aimed at reducing the company's environmental impact, particularly focusing on packaging, which makes up a third of their carbon footprint.
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Source: Diageo
