Produced in collaboration with the Swedish business PulPac and PA Consulting, Diageo's Dry Moulded Fibre bottle is composed of 90% paper and is intended for recycling in conventional paper streams.

The trial bottle also comes with a foil closure and a thin plastic liner that can be recycled in regular paper streams.

Over the course of the weekend at the Time Out Festival in Barcelona, 2,000 80ml bottles will be made available to consumers as part of the study.

This study, which will assess how paper-based bottles travel from the filling location in Ireland to Barcelona, is the first that the bottles have endured in public. Additionally, the experiment will assess how consumers engage with the product and comprehend the paper bottle's sustainability claims.

Diageo's Chief Sustainability Officer and President of Global Supply Chain & Procurement, Ewan Andrew, stated that the company's goal to introduce more sustainable goods to the market was reflected in the new experiment.

“When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements,” Andrew stated in a press release.

“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.”

According to research cited by Diageo, 68% of customers said they would want to purchase more environmentally friendly goods.

Diageo announced in March that 30,000 Baileys aluminium bottles would be trialled in three European airports: Copenhagen, Amsterdam, and Frankfurt. The project aims to reduce carbon emissions by 44% in comparison to the existing glass container.

Diageo's broader 10-year ESG action plan, “Society 2030: Spirit of Progress,” includes the new packaging experiments.