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If you were to randomly hit up a local liquor store and pick up a few random bottles of anything ranging from beer to spirits, it’s relatively likely at least one of the brands would be owned by global spirits consortium Diageo because they have their hands in just about everything alcohol related. Diageo’s latest release isn’t a new expression of Johnnie Walker, Smirnoff or even Guinness (we told you they were everywhere), it’s a limited partnership with venture management firm Pilot Lite to launch the “Pulpex Limited” company that will produce spirits bottles out of paper. It’s the world’s first ever 100% plastic-free, paper-based spirits bottle that is made entirely from sustainably sourced wood and will debut with the Johnnie Walker brand early next year. There’s no denying the fact that it’s kind of absurd, but we said the same thing to ourselves when Boxed Water first hit the music festival scene. Honestly, we got used to it, and we’ve never looked back because it’s the same product delivered in a cleaner, more sustainable and more renewable package. Why wouldn’t you want to apply that same sort of technology to the world of spirits?

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