Official 'Thrones' scotch is here just in time to soothe

San Francisco (CNN Business)Starting next year, Johnnie Walker fans will be able to pour their whisky from a planet-friendly bottle.

On Monday, Diageo (DEO), the British spirits company that owns the brand, announced the development of a paper-based spirits bottle made from sustainably sourced wood. The plastic-free packaging is expected to debut early next year.
Diageo’s bottle was developed as part of a partnership with venture management company Pilot Lite. The two launched Pulpex Limited, a sustainable packaging technology firm that is also working with businesses such as Unilever (UL) and PepsiCo (PEP) on paper bottles, Diageo said Monday in a press release.

    In beverage packaging trends, paper is in fashion as brands seek to curb plastic use. Diageo, which has committed to reduce its reliance on plastics — including doing away with plastic rings on its Guinness cans — and increase the recyclability of its bottles, said the paper-based bottle will help the company meet sustainability goals set by the United Nations.
    Late last year, Danish beer company Carlsberg unveiled prototypes of a sustainably sourced wood fiber bottle for its pilsner. Pernod Ricard (PDRDF)-owned votdka brand Absolut, L’Oreal (LRLCF) and Coca-Cola (CCEP) are also working on similar efforts.
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