Diageo, the London-based beverage giant owning over 200 brands, has introduced the world’s lightest whisky bottle, taking a major step towards sustainability in the luxury spirits market. The 70-centiliter Johnnie Walker Blue Label Ultra weighs just 180 grams, a major reduction from the 850-gram bottle used previously. This new design underscores the company’s efforts to reduce carbon emissions through innovative packaging.
Developing this lighter bottle, which took five years of research, is part of Diageo’s broader strategy to lower its environmental footprint. Lightweighting in glass manufacturing can directly impact carbon emissions. For every gram of glass reduced, over half a gram less carbon is emitted during production, according to a decarbonisation roadmap by the UK glass manufacturing sector.
“We didn’t know what we were going to be able to achieve when we set out to push the boundaries of luxury. The result is something many said would not be possible,” said Jennifer English, Johnnie Walker’s global brand director.
‘The transformation required to reduce carbon emissions is a challenge at every level and for all stakeholders, but it also offers new opportunities for cost savings and growth,’ a 2022 Deloitte study said.
Diageo’s global design director, Jeremy Lindley, emphasised that this bottle represents a “technological breakthrough,” but scaling production to mass levels would require a complete redesign of glassmaking processes to accommodate the bottle’s delicate structure.
While this release is limited to just 888 bottles worldwide, scheduled for 2025 with a price tag of over $1,100, the innovation is part of Diageo’s long-term commitment to sustainable practices. The company has been granted a UK patent for the lightweight bottle and, in an unprecedented move, is offering the patent royalty-free to anyone interested in advancing sustainable packaging in the industry.
Andy Keenan, executive vice president of brand consultancy Advantage Solutions, highlighted the growing trend of eco-friendly packaging in the luxury alcohol sector. “As consumers have become more eco-conscious, they want to see companies producing less waste. This has quickly become the standard,” Keenan said. “Eventually, all brands will follow suit and move to lighter glass bottles,” he added.
Diageo is also aiming to lead in the liquor industry by innovating more efficient packaging starting with Johnnie Walker. While there is no confirmation of future releases of other lightweight bottles, Lindley said “We’re applying our learnings in lightweighting across a huge range of other Diageo projects.”
