A New Standard in Sustainability

Johnnie Walker Black Label

The Johnnie Walker Black Label ‘Test & Learn’ paper bottle marks a major milestone in sustainable packaging. As the brand’s first 70cl paper-based bottle, this innovation prioritizes eco-conscious materials while maintaining Johnnie Walker’s iconic design language. Engineered for durability and recyclability, the project combined efforts from packaging experts and environmental consultants to reduce environmental impact. This prototype exemplifies Diageo’s forward-thinking approach, setting a new benchmark for the spirits industry in circular design and carbon-conscious innovation.