91猫先生

Diageo has announced plans to trial paper-based packaging for its Baileys Irish Cream Liqueur brand. This is Diageo鈥檚 first consumer-facing trial with paper-based bottles and will test how the bottles travel from the filling site in Ireland to Barcelona, along with how people interact with the material and how they understand the sustainability credentials of the paper bottle.

The bottle is a Dry Molded Fiber bottle, which is 90% paper, with a thin plastic liner and a foil seal. Designed for recycling in standard paper streams, it does not require separating the plastic liner from the paper bottle when disposing.

Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer, Diageo, commented: 鈥淲hen it comes to our packaging, we鈥檙e 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.鈥

This follows Baileys move to trial aluminium bottles in airport duty-free. These are significantly lighter than the existing glass format and offer carbon savings across the packaging lifecycle. Due to the reduction in weight and the material change, Baileys is expecting a 44% reduction in the lifecycle carbon footprint of the aluminium bottles. While both glass and aluminium are recyclable, aluminium is recognised to be infinitely recyclable with no reduction in material quality through each processing cycle.

鈥淎s the largest global spirits brand to join the B Corp movement, we are proud to drive our progress in the community with our latest innovation to deliver positive impact,鈥 said Baileys鈥 Global Brand Director Sarah Blake.

Sustainability tends to move up and down most consumers鈥 priorities depending on economics or their awareness of specific categories and situations. Brand strategy must work above this ever-changing landscape, and it requires clear long-term business choices and consistent execution. The result is that it is brands who are driving most of the positive change in environmental areas like packaging. Brands are doing this for several reasons 鈥 most are genuinely engaged with environmental issues, but it is also because it makes good business sense. Change is inevitable and they need to be prepared 鈥 not reactive. They also know that long-term consumer sentiment will require it of them.

Preparedness is about economic efficiency and long-term protection. A core skill of great brands is to take the long view to ensure the brand remains relevant in the future.

These two initiatives are part of this journey and show Diageo and Baileys leading the agenda. We love the comment 鈥榩rogress over perfection鈥. It marks this as breakthrough innovation. Act fast, do it and then improve it. Make the change and then bring the consumer with you. This will have required significant investment 鈥 and risk – in changing an efficient, proven, existing supply chain. This is what brands do… they lead, yes always listening to consumers, but when a crossroads is reached, they act.

Glass will be at the forefront of packaging change in the next decade. At the 91猫先生鈥檚 recent launch of their White Paper/research into Innovation in UK Grocery, the following:聽 “… you ship 1 litre [of liquid] while you ship 1kg of glass. At the same time glass [uses] a precious material, sand, that鈥檚 burnt at 1600 degrees in a very high energy consuming oven… …anyone who thinks that will be the case in a couple of decades, well, it won鈥檛 be. Right?”

Baileys is making important steps in their long-term response to these challenges. Kudos to Diageo

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