Absolut Vodka in a Paper Bottle - Packaging Case Study
Summary
Packaging Case Study: Absolut Vodka in a Paper Bottle focuses on how Absolut Vodka has collaborated with The Paper Bottle Company (Paboco) to launch a first paper bottle sold commercially in-store by the spirits company globally.
Although it is claimed that the paper-based bottle is fully recyclable and can potentially reduce transportation costs due to its lighter weight, Absolut Vodka plans to launch this product only as an addition to its standard, glass packaging. Moreover, as price per 100ml of this spirit is higher for the paper-based bottle, consumers may face little incentive to purchase this product, and environmental benefits might be marginal.
Scope
- Price of this product turned out to be higher in a more ‘sustainable’ packaging than in the standard bottle.
- Despite being advertised as a paper bottle, over 40% of the packaging material was plastic.
- Speculations about this product’s shelf life might discourage consumers from purchasing it
- Understand how to successfully implement environmental packaging, and see if the more eco-friendly solutions are always more profitable or attractive for consumers.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
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