Absolut recently launched the latest generation of its use of the Paboco technology. What for our team started as a lighthouse innovation project together with Billerud in 2015, and for others as a startup in Slangerup Denmark, is now available at Systembolaget for Absolut Vodka. 15,000 bottles are standing proudly on the shelf.

Absolut is one of six global pioneer brands working together with Paboco to develop and commercialise the technology. The bottle is what can be seen on the shelf but the total solution embodies many streams of technology development.

We also remember and honour the founder of the original technology company EcoXpac, Jesper Servé, who passed away during the transition from a startup to a growth company. And many of the people who have been fundamental for the developments around barriers, pulp recipes, closures, tooling, printing and forming — you know who you are. Behind the hero brand stands the people that enable this fantastic milestone.

The industrial companies investing a lot of resources to realise the potential and make the paper bottle fully commercially available — the role of Billerud and Alpla should not be forgotten.

In our archives we found some images from the first steps and visual concepts of development together with Billerud in 2016. A reminder of the effort and conviction needed to replace our current thoroughly industrialised packaging systems. It's not easy but it's rewarding.