The story of Absolut Paper and the vision to create a recyclable and fully bio-based paper bottle continues together with PABOCO. We’ve heard rumors of major progress in the project, so who better to talk to than The Absolut Company’s own Future of Packaging Director Louise Werner?
Every year, we use around 100,000 tons of winter wheat in the making of Absolut Vodka, purchasing at least 10 percent of the available wheat harvested at roughly 400 farms in the region surrounding our distillery. This puts a big responsibility on our shoulders, which calls for a clear concept of how to help improve the sustainability tied to the cultivation of wheat, including goals, requirements and guidelines for our partnering farms.
Kelly Caul is a familiar face around The Absolut Company’s head office in Stockholm. No wonder – her job is to foster an inspiring and inclusive company culture and that means being in close contact with all different areas within the company. Her job, she says, demands that she’s a ‘people person’ and constantly look to change things in order to improve. And changes are nothing new to Kelly – it’s what she lives for and thrives on.
Niclas Appelquist is The Absolut Company’s Future of Packaging Director. His job is to find the perfect packaging for each specific purpose. The key ingredients? Sustainability, consumer delight and conviviality.
Last year, Absolut Vodka decided to tackle the taboo issue of sexual consent and alcohol with the #SexResponsibly campaign. Tad Greenough, Global Marketing Director at TAC explains the thinking behind the campaign and the significance of the issue.