Greenall’s gin has launched its first paper bottles, made from “94% recycled paperboard”, as part of its Greener Greenall’s campaign.
Due to appear on Sainsbury’s shelves in October, they are said to be five times lighter than a regular glass bottle – with a carbon footprint reduction of “up to 84%”. The paper bottles are also fully recyclable, including the plastic liner that can be disposed of at recycling centres and major supermarkets. They are available to order in the UK now, and will be launched in EMEA later this year.
The campaign also involves a partnership with climate organisation Ecologi, with one tree being planted for every off-trade purchase. The trees will be planted “in areas of the world that are in most need”.
Russell Smith, global brand lead for Greenall’s, said the Quintessential Brands gin hopes to reduce its “environmental footprint”, adding: “This new paper bottle and partnership with Ecologi marks a significant step in Greenall’s sustainability journey. We know there is much more we need to do, so we are creating a roadmap for the brand that will lead us to reduce our carbon emissions to net zero.”
Grenall’s is one of a handful of drinks brands to have recently introduced paper bottles in an effort to improve its sustainability credentials. Both Gyre & Gimble and When In Rome have recently launched paper packaging for their drinks as brands look for glass alternatives.