A Review of Diageo's Dry-Pressed Fiber Cream Liqueur Bottle

A year after PA Consulting, PulPac, and Diageo piloted a fiber-based bottle for Baileys Irish Cream, we revisit this innovation and its reported benefits in terms of recyclability and CO2 reduction.

As part of its "grain to glass" sustainability strategy, Diageo aims to reduce its carbon footprint by adopting packaging alternatives to heavy glass bottles.

Traditional wet-laid fiber technology suffers from high water and energy consumption, but Diageo has turned to Bottle Collective and PulPac's dry-pressed fiber technology, which is described as offering high-speed production, low cost, and end-of-life recyclability. Jamie Stone, a sustainable packaging expert at PA Consulting, explained, "From a sustainability perspective, dry-laid fiber technology is far superior to wet-laid fiber technology because it requires no water and significantly reduces energy consumption. The bottles can be processed entirely through conventional paper recycling processes and are valued higher per gram at paper mills than comparable cardboard, thus incentivizing recycling."

The main body of each bottle is reportedly made from 90% plant-based fiber fluff pulp. Approximately 9% comes from a thin PET liner, which prevents liquids from eroding the outer paper wall and does not require separation during recycling. The remaining 1% is made up of aluminum foil seals and other small decorative elements. PA Consulting and Diageo spokespersons told Packaging Europe magazine: "The liner acts as a thin barrier layer, more like a fine film blown into the interior of a paper bottle, allowing it to be processed through conventional paper recycling channels. The outer dry-pressed fiber packaging provides structure, decoration, and branding to the bottle, offering significant potential as an energy-efficient, recyclable, and scalable alternative to many single-use materials."

Preliminary life cycle assessments indicate that the bottle's overall carbon footprint is lower than that of PET or rPET, with total CO2-equivalent emissions reportedly 50% lower than virgin PET and over 25% lower than recycled PET (rPET).

The first commercial prototype, used in Diageo's 80ml Baileys Original Irish Cream Liqueur, was launched last summer at the Time Out Music Festival in Barcelona. According to PA Consulting, these initial prototypes possess the necessary structural strength to be transported through the supply chain.

The dry-pressed fiber technology also allows for the production of a variety of bottle sizes, ranging from 80ml to 1.5L, which is expected to help clients like Diageo maintain brand recognition as they transition to fiber-based packaging. PA Consulting hopes that brands can achieve revenue growth and attract new customers through differentiated packaging while reducing environmental impact. Furthermore, the solution is considered cost-competitive and scalable.

Viktor Börjesson, Chief Operating Officer of PulPac, said: "When it comes to packaging, we take an 'incremental is better than perfect' approach, understanding that packaging must continuously evolve with consumer needs and technological advancements. We are seeking opportunities to provide consumers with more sustainable, premium packaging solutions while reducing their carbon footprint. Going forward, Bottle Collective is committed to helping clients design packaging using their own waste streams and incorporating recycled materials such as fruit shells and waste leaves. We firmly believe in the power of partnerships, and our rapid development and high-quality progress in Baileys' market trials demonstrate how innovation and collaboration can drive sustainable packaging solutions."

Since the Diageo pilot project, Bottle Collective has further tested paper-based alternatives, including dry-pressed fiber caps. This initiative aims to help companies significantly reduce their carbon footprint and meet consumer demand for more environmentally friendly packaging. Our senior writer Victoria Hattersley spoke with Jamie Stone, co-founder of Bottle Collective, on the Packaging Europe podcast, exploring the progress of paper bottle technology in the packaging industry. Recent industry reports also point to multiple obstacles facing this sector, including issues with barrier technology, consumer perceptions, and compatibility with recycling systems.