Progress over perfection in action with the Johnnie Walker paper bottle trial

24 Jan 2025 InnovationScotch Whisky

In September 2024 we trialled Diageo’s first 70cl paper-based bottle with Johnnie Walker at the iconic 1820 Bar at Johnnie Walker Princes Street, Edinburgh. The bottle, made in partnership with PA Consulting and PulPac as part of the Bottle Collective, was 90% paper with a thin plastic liner and the trial tested how the bartenders interacted and poured from the bottle, along with how the bottle fared in a bar environment and consumer perceptions.

In September 2024 we trialled Diageo’s first 70cl paper-based bottle with Johnnie Walker at the iconic 1820 Bar at Johnnie Walker Princes Street, Edinburgh. The bottle, made in partnership with PA Consulting and PulPac as part of the Bottle Collective, was 90% paper with a thin plastic liner and the trial tested how the bartenders interacted and poured from the bottle, along with how the bottle fared in a bar environment and consumer perceptions.

The 250-bottles were put through their paces over the course of four weeks which allowed us to see what went well and where there’s room for improvement. The bottles were positioned along the speed rail at the front of the bar where its glass bottle equivalent would be so bartenders could get a sense of working with paper bottles side by side with glass.

With all our innovations, we take a progress over perfection mindset, knowing that we’ll learn more and progress quicker by testing the innovations in safe environments, rather than waiting until they’re perfect for general release. So, let’s dig into what we found with our bartenders:

  • At the start, our bartenders were a little bit sceptical. They hadn’t worked with this material before, but once they were familiar with it, they used it with ease.
  • One of the most noticeable changes was the weight. The paper bottle is 60% lighter than its glass bottle equivalent, which was easier to lift particularly when full, but it did need an adjustment in handling from the bartenders.
  • We also learnt a lot about the neck of the bottle. We knew before the trial that the neck was wider than a glass bottle so had specific speed pourers made for the busy environment. Through the trial we found the neck is a little too short for the bottles to be held in the same way as a glass bottle and would need to be longer.
  • However, the paper bottle did not burst when accidentally dropped and the paper material was quieter than glass so reduced noise in the bar, both of which were seen as benefits.

We also spoke to consumers throughout the trial so we could gather their feedback on the bottle.

  • The trust consumers have in the Johnnie Walker brand really shone through. They were onboard with the trial as they trust Johnnie Walker to ultimately achieve the same high quality as a usual glass bottle, and they admired the luxury design of the bottle.
  • One of the most common pieces of feedback we got was that the bottle didn’t look like paper. Instead, they thought it could be ceramic or a different material. They also weren’t sure about why we were doing this – once the future potential sustainability benefits were explained, they understood it and were much more supportive. This is a key learning for us to improve the way we communicate the benefits of using lighter materials and more unusual and innovative approaches.

So, what’s next? We’re really pleased with how the trial went and while there are still some challenges to overcome, we’ll continue to work with PA, PulPac and the Bottle Collective on the next iteration of the Johnnie Walker Dry Molded Fiber paper bottle, before we’re ready for a scaled solution.

To hear more on the trial results, watch the video below.