Good Times Made Better: Innovations in Sustainable Packaging

At Absolut, we’re continually looking at ways to reduce our impact on the planet. We’re a spirits brand, but we’re also a social brand.

The fact is that being more conscious of our choices and living more sustainably is something we all must do. It impacts everyone and every aspect of our lives. Thankfully, more and more people are becoming eco-savvy, making greener choices that safeguard our planet and future generations. After all, we’re all in this together.  

From choosing products with more sustainable packaging to products with ethical sourcing, we can drive change with every purchase we make. Think of it this way – every time you make a more conscious choice, you’re rebelling against the status quo, championing a new world order and daring to envision a better future where our planet thrives, not just survives. And that’s a battle worth fighting, right? 

Reimagining how we produce and consume 

So, maybe you’ve heard the term “circular economy”. Or maybe not. Let us set the stage; imagine a system where everything runs in a self-sustaining, closed loop. Unlike the old way of doing things, where stuff just goes every which way, a circular economy keeps things neat, efficient, and reusable. Sounds great, huh? Well, it’s the future, and it’s happening now. 

A circular economy is about rethinking how we produce and consume. It’s a system where we share, lease, reuse, repair, refurbish, and recycle materials and products for as long as possible. This way, we can extend the lifecycle of products.  

At Absolut, having a circular production process for our vodka is extremely important. We’re genuinely interested in and passionate about finding innovative ways to reuse, reduce, rethink, and recycle at every step to minimize our environmental footprint. Our mission is to close as many loops as we can. Because why settle for “good enough” when you can push boundaries and create real, lasting change? 

The (re)evolution of our bottle 

From the beginning, Absolut has always believed in doing things differently, and we continue to do so today. It’s in our spirit. Take our glass bottle, for example. Compared to other bottles on the market at the time in the late 70s and early 80s, our apothecary-inspired glass bottle was a total game changer and stood out for all the right reasons. 

Today, our beloved, iconic glass bottle is lighter. In 2015, we reduced the weight by 10 per cent while retaining the bottle’s iconic shape and strength. By making our bottle lighter, we can transport more per container, cutting down CO2 emissions from both production and transportation. Fewer pallets are needed too. In other words, one positive change often has a ripple effect on other areas.  

Yes, our bottles are clear. But they’re also pretty green. Today, every Absolut Vodka bottle is made with more than 53% recycled glass. 

One Source 

As we share in Our One Source story, crafting Absolut Vodka is a holistic journey born from our Swedish tradition in vodka-making commitment to our source and community. Having One Source and One Community means we respectfully control the entire process, tracing the very product that is in your hand all the way back to our farmers. 

All the ingredients for Absolut Vodka are procured from Southern Sweden where our factory is also based. Every drop of water and every seed of wheat comes from a single water source and community. This consistent approach guarantees that, no matter where you are in the world, Absolut Vodka will always uphold the same high standard of quality.

During our raw spirit distillation process, we produce a by-product known as stillage (or “drank” in Swedish). This by-product is high in protein, and we use it to feed thousands of pigs and cows in our nearby vicinity every day that our distillery is in operation. What’s more, today, we have CO₂, neutral distillation, which means that carbon emissions offset by planting trees that absorb CO₂, over their lifetime. This is a fact we are very proud of.  

Great ideas shouldn’t just stay on paper 

In 2023, we became the first global spirits brand to sell single-mold paper-based bottles commercially in the UK. That’s right – a paper-based bottle. 

Lightweight yet sturdy, our paper-based bottle is made from 57% paper with a recyclable plastic lining. And its functionality is every bit as good as it looks. Our carbon footprint is a key focus for us. The Absolut distillery in Åhus, in southern Sweden, has been net carbon neutral since 2013, and the launch of our paper –based bottle represents an important milestone for us in creating a carbon neutral product by 2030. And that’s something we all want to see.  

Paper-based bottles not only help us reduce our carbon footprint but also embody a bold statement of commitment to the planet. It’s about taking a stand, defying expectations, and proving that innovation and determination can make a difference to the world. And when we band together, small acts can add up to monumental change. 

Good times just got better. 

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