Drinks giant Diageo is to trial largely paper-based packaging for its Baileys liqueur brand.
The spirit will be sold in a dry-moulded fibre bottle made by PulPac with 90 per cent paper, a thin plastic liner and a foil seal.
Designed for recycling in standard paper streams without requiring any separation of elements, the 80ml container will go on sale at Time Out Festival in Barcelona in late May.
Diageo will test how the bottles travel from the filling site in Ireland to the Catalan city as well as how consumers interact with them.
Ewan Andrew, chief sustainability officer at the drinks firm, said: “We’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements.
“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.”
Although two-thirds of people want to buy more sustainably, according to Diageo, just over one in 10 actually do so, with barriers including expsense, confusion and availability.
The company is exploring paper formats across its wider portfolio and continues to develop and internally test concept bottles for other brands.
