Absolut launches paper bottle in Tesco

Absolut Vodka, a Pernod Ricard-owned brand, is going to release its paper bottle in Tesco, a British supermarket chain, as part of a three month pilot test. Together with The Paper Bottle Company (Pabaco), the vodka brand developed this paper bottle. These original single-mould bottles contain 57 percent recycled paper and plastic.

The paper-based bottle's transportability and consumer appeal will be tested by Absolut. This 500ml bottle will be tested utilising Absolut's higher ABV of 40 percent as opposed to earlier pilots for the Absolut Mixt ready-to-drink product, which has a lesser ABV of 5 percent.

Throughout the summer, 22 Tesco locations in Greater Manchester will sell the bottle for RRP £16. Manchester was chosen because of its excellent recycling infrastructure.