You possibly think you have seen it all but you’re not even close. Forget a spirit bottle in a takeaway paper bag, in their quest for sustainability, Diageo have announced plans for a paper bottle.

Diageo have announced they will release Johnnie Walker in a paper bottle by early 2021. It’s the world’s first 100% plastic free, fully recyclable spirits bottle, made entirely from sustainably sourced wood and designed to meet food safety standards.

Partnering with venture management company Pilot Lite, Diageo plans to launch a new world-leading sustainable packaging technology company called Pulpex Limited.

Pulpex Limited in turn has established a partner consortium of world leading FMCG companies in non-competing categories with the likes of PepsiCo and Unilever, with further partners expected to be announced later this year. Each of the consortium partners are expected to follow suit with Diageo and launch their own branded paper bottles in 2021 based on Pulpex Limited’s enviro-friendly technology. This technology will allow brands to move existing bottle designs into paper or completely reimagine their packaging designs altogether.

Ewan Andrew, Chief Sustainability Officer at Diageo said: “We’re proud to have created this world first. We are constantly striving to push the boundaries within sustainable packaging and this bottle has the potential to be truly ground-breaking. It feels fitting that we should launch it with Johnnie Walker, a brand that has often led the way in innovation throughout its 200 years existence.”

Pulpex Limited’s technologically advanced sustainable packaging has been designed to contain a variety of liquid products and forms part of Diageo’s commitment towards Goal 12 of the United Nations Sustainable Development Goals: ‘Responsible Consumption and Production’.