DS Smith and Absolut Vodka have collaborated to introduce a new range of recyclable fiber-based corrugated packaging boxes designed to improve sustainability while ensuring strong product protection during transportation and storage.
The move reflects the growing focus within the beverage and packaging industries on reducing environmental impact through more recyclable and fiber-based solutions.
The newly developed brown corrugated boxes feature a natural kraft appearance, replacing the glossy white-coated packaging previously used for some Absolut Vodka products. Each Absolut flavor is highlighted through distinct color coding and artwork inspired by the brand’s iconic typography and visual identity, helping maintain strong shelf appeal while embracing a more eco-conscious packaging design.
The packaging has been engineered to provide enhanced durability and safety for glass bottles during transit. The corrugated fiber structure is designed to withstand pressure, resist crushing, and deliver effective cushioning throughout shipping, handling, and distribution processes. The boxes are suitable for deliveries to retail stores, hospitality outlets, and direct-to-consumer shipments.
Anton Bengtsson, key account manager at DS Smith, explained that the company modified the ink and exterior branding elements to align with the new brown-box aesthetic while preserving the recognizable Absolut brand image. According to Bengtsson, the solution successfully combines visual appeal, sustainability, and protective performance in a single packaging format.
The initiative forms part of Absolut Vodka’s broader sustainability strategy aimed at reducing packaging waste and increasing the use of renewable and recyclable materials across its product portfolio. The company has been actively exploring innovative alternatives to traditional packaging materials as consumer demand for environmentally responsible products continues to rise.
In another recent development, Absolut partnered with Blue Ocean Closures to introduce a paper-based bottle and cap concept as part of its journey toward fully biobased packaging solutions. The paper cap technology was recently tested during the “Absolut The Map” event, where bartenders evaluated its usability and durability in real-world serving conditions. The collaboration highlights Absolut’s continued investment in next-generation sustainable packaging technologies for the global beverage market.
