‘A Huge Step Forward’: Diageo Tests Out Paper Packaging With New Bailey’s Irish Cream Rollout

Diageo is testing out paper packaging for its miniature format Baileys Irish Cream bottles. (Photo: Diageo)

Diageo announced on Tuesday that the brand is rolling out paper packaging for miniature bottles of Bailey’s Irish Cream as part of a trial to cater to consumers’ desires for sustainably-focused packaging.

This step marks Diageo’s first consumer trial, and the brand claims it intends to gauge how the 80-milliliter bottles travel from Bailey’s filling sites in Ireland to Barcelona, where they will be introduced to consumers during the Time Out Festival, which takes place from May 25-26.

“When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements,” Diageo President of Global Supply Chain & Procurement and Chief Sustainability Officer Ewan Andrew said. “The consumer is becoming more sustainability savvy and we believe we can meet that need using our design and innovation to bring premium products and more sustainable solutions together.”

Diageo claimed that 68% of customers expressed a desire to buy products that supported sustainability, but the number drops sharply to customers who actually follow through and purchased sustainable products. Just 12% purchase sustainable products and claim that issues of cost, lack of availability and a lack of education prevent them from putting their money where their mouth is.

The spirits giant claimed it intends to push for sustainability throughout the organization with checklists based on the CMA guidelines, and evaluating procedures to ensure they are communicating their efforts for sustainability to their customer base.

The paper packaging is part of a joint venture between Diageo, PA Consulting, Pulpac and the Bottle Collective. The bottle is made of 90% paper with a foil seal and a plastic liner. It is meant to be recycled, and the liner does not have to be separated from the bottle — making it a fairly simple eco-friendly alternative form of packaging.

Jamie Stone, a Design and Innovation Expert at PA, described the packaging as “water-saving” and “energy-efficient” in addition to being recyclable. He additionally claimed it could be produced quickly on a large scale, making it an even more attractive option for sustainability.

Diageo shared it was playing with a Johnnie Walker paper bottle and a “spiral-wound paper-based bottle” for the Filipino rum brand Don Papa.

“We are delighted that the Diageo Bailey’s Minis are now hitting the consumer market,” said Stone in a statement. “Dry molded fiber bottles are a huge step forward, setting new standards in the world of more sustainable packaging. But this is only the beginning.”

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