Diageo set to trial paper-based bottle for Johnnie Walker Black Label

Diageo, the maker of Guinness, Don Julio Tequila and Smirnoff Vodka has announced a first-of-its-kind 90% paper-based bottle trial for Johnnie Walker Black Label exclusively at Johnnie Walker Princes Street's 1820 bar, in Edinburgh.

Created in partnership with PA Consulting, as part of the Bottle Collective with PA and PulPac, this is Diageo’s first paper-based 70cl bottle trial in the on-trade. The trial begins tomorrow and will assess how bartenders interact with and pour from the bottle, and how the bottle fares in a bar environment. A total of 250 paper-based bottles will be used with the trial expected to run until mid-October. Members of the public will be able to see the bottles in use behind the bar, however they cannot purchase the bottle.