Spirit of the future

The Absolut Company joined the Paper bottle project in 2018 alongside three other pioneering brands to help create a more sustainable future. The project is driven by Paboco, the Paper Bottle Company, a joint venture between paper packaging material developer BillerudKorsnäs and bottle manufacturing specialist Alpla.

With Grow as a design and brand partner, we began to imagine what the iconic Absolut silhouette and bottle would look like in a paper version. We wanted to make the bottle look and feel like paper, folded in layers to hold the drink and hug the contrasting labels. In September of 2020, the limited run of first generation prototypes were produced for testing.

The 1st generation prototype is but a snapshot of the journey. The dream within reach now is to significantly redefine how we consume and connect with our beverages in the years to come – leaving no trace behind.