DS Smith, Absolut Vodka unveil recyclable brown box packaging for flavoured spirits range

UK – International Paper-owned DS Smith has introduced a new recyclable brown box packaging format for Absolut Vodka’s flavoured vodka portfolio, marking another step in the spirits industry’s transition toward fibre-based sustainable packaging solutions.

The new packaging, developed for Absolut Vodka’s flavoured spirits range, uses corrugated cardboard made from recyclable fibre-based materials designed to improve bottle protection during transportation while reducing the environmental footprint associated with traditional packaging formats.

The packaging solution has been rolled out across several Absolut flavour variants, including lime, citron, pear and watermelon.

The products are distinguished through colour-coded branding and printed graphics on the exterior of the brown corrugated boxes, while maintaining the brand’s signature typography and visual identity.

Previously, Absolut’s flavoured vodka packaging relied heavily on white glossy-finished cartons, some of which remain in circulation for selected variants.

Since 2025, however, the Pernod Ricard-owned spirits brand has increasingly shifted its European shipments to brown corrugated cardboard formats as part of broader sustainability initiatives.

According to DS Smith, the redesign was aimed at balancing premium shelf appeal with enhanced logistics performance and recyclability.

“We changed the ink and branding on the exterior of the Absolut Vodka packaging to complement the aesthetic of the new brown boxes,” said Anton Bengtsson, key account manager at DS Smith.

“The solution allows the packaging to withstand pressure and resist crushing while simultaneously providing effective cushioning for the glass bottles during transit, shipping and handling.”

Bengtsson added that the collaboration highlights the growing demand among premium beverage brands for packaging systems that support both product protection and circular economy targets.

The move reflects a wider industry trend as global beverage manufacturers increasingly adopt fibre-based and recyclable secondary packaging in response to consumer expectations and tightening environmental regulations.

Related developments have continued to emerge across Europe’s packaging sector. Recently, DS Smith developed a single-sheet corrugated cardboard packaging system dubbed “Fanfold” for Greek aluminium manufacturer Elvial.

The solution was engineered to improve the transportation of heavy aluminium profiles while reducing material use and enhancing operational efficiency.

The packaging company said the innovation replaces conventional multi-sheet formats with a flexible single corrugated structure tailored to industrial logistics requirements.

Across the wider alcoholic beverages market, major spirits producers are accelerating investments in lightweight packaging, recyclable paper-based solutions and lower-carbon supply chains as sustainability becomes a defining competitive factor in global packaging strategies.

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