Diageo, makers of Johnnie Walker, Smirnoff and Guinness, announced that it has created the world’s first ever 100 % plastic free paper-based spirits bottle, made entirely from sustainably sourced wood. The bottle will debut with Johnnie Walker, the world’s number one Scotch Whisky, in early 2021.

It comes as Diageo announces that it has launched a new partnership with Pilot Lite, a venture management company, to launch Pulpex Limited, a new world-leading sustainable packaging technology company. To ensure that the technology can be used in every area of life, Pulpex Limited has established a partner consortium of world leading FMCG companies in non-competing categories including Unilever, and PepsiCo, with further partners expected to be announced later in the year. The consortium partners are each expecting to launch their own branded paper bottles, based on Pulpex Limited’s design and technology, in 2021.

Pulpex Limited has developed a ‘first-of-its-kind’ scalable paper-based bottle designed and developed to be 100 % plastic free and expected to be fully recyclable. The bottle is made from sustainably sourced pulp to meet food-safe standards and will be fully recyclable in standard waste streams. The technology will allow brands to rethink their packaging designs, or move existing designs into paper, whilst not compromising on the existing quality of the product.

Pulpex Limited’s technology allows it to produce a variety of plastic-free, single mould bottles that can be used across a range of consumer goods. The packaging has been designed to contain a variety of liquid products and will form part of Diageo’s commitment towards Goal 12 of the United Nations Sustainable Development Goals: ‘Responsible Consumption and Production’.

Diageo announced the acquisition of a significant majority shareholding in Seedlip, the world’s first distilled non-alcoholic spirits brand. Seedlip was launched by Ben Branson in 2015 to solve the dilemma of ‘what to drink when you’re not drinking^®’. Ben set out to change the way the world drinks and continue his family’s 320-year-old farming legacy. Ben will remain actively involved as a shareholder and director and will work with the Seedlip team and Diageo to continue to support Seedlip’s future success.

In June 2016, Seedlip announced a minority investment from the Diageo-backed accelerator programme Distill Ventures. Independently run, Distill Ventures receives funding from Diageo to support entrepreneurs as they launch and grow innovative drinks brands. Seedlip is the first non- alcoholic brand acquired by Diageo through Distill Ventures.

In the last three and a half years, Seedlip has grown from Ben’s kitchen to a presence in more than 25 countries. Seedlip’s three variants (Spice 94, Garden 108 and Grove 42) are stocked in over 7,500 of the world’s best bars, restaurants, hotels and retailers, including the majority of the world’s 50 best cocktail bars and over 300 Michelin Star restaurants.