“Absolut Paper” – a bottle made of 57 percent FSC-labeled paper and 43 percent plastic. The bottle is recycled as paper and can handle 40% alcohol by volume. The launch is a beta version and a first step towards the vision of a completely bio-based bottle, where Absolut invites feedback on how the bottle makes it through the entire value chain.

Based on a creative exploration with sustainability in focus, we created a bottle to open up for discussion around alternative solutions and influence consumer behavior in the long run. As well as opening up for and motivating to collaborate with other actors in matters linked to recycling and sustainability.