Sustainable Spirits: Diageo’s Quest for Eco-Friendly Packaging

As the world becomes increasingly aware of the importance of sustainability, companies are being forced to rethink their approach to packaging. Diageo, the maker of Johnnie Walker Scotch Whisky, Don Julio Tequila, and Guinness, is no exception. The company has recently announced plans to trial paper-based packaging for Baileys Irish Cream Liqueur, a move that could have a significant impact on the environment.

A Sustainable Solution

The new packaging, developed in partnership with PA Consulting, is made from 90% paper and features a thin plastic liner and a foil seal. The bottle is designed to be recyclable in standard paper streams, eliminating the need for consumers to separate the plastic liner from the paper bottle when disposing. This innovative solution could be a game-changer for the industry, and Diageo is committed to making it a reality.

“When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements.” - Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer, Diageo

The Consumer Conundrum

Despite the growing demand for sustainable products, many consumers are still hesitant to make the switch. According to a recent study, 68% of consumers want to buy more sustainably, but only 12% do due to barriers such as expense, lack of availability, and confusion about what is on offer. Diageo is working to close this “say-do” gap by developing more sustainable and desirable products through innovation and marketing propositions that help consumers understand the sustainability credentials of the products.

Image: Baileys paper-based mini bottle trial

A Commitment to Sustainability

Diageo is exploring paper formats across its wider portfolio, including a Diageo-designed, spiral-wound paper-based bottle with Don Papa, the super-premium Filipino rum brand. The company is also developing a novel coating to lightweight its glass bottles, reducing waste and carbon emissions. These initiatives are part of Diageo’s 10-year ESG action plan, ‘Society 2030: Spirit of Progress’, which aims to reduce the company’s environmental impact.

Image: Baileys paper-based bottle trial

As consumers become increasingly savvy about sustainability, companies like Diageo are being forced to adapt. By innovating and investing in sustainable solutions, Diageo is taking a crucial step towards reducing its environmental footprint. The future of packaging is changing, and Diageo is leading the way.