Jonny Walker is a classic brand in a traditional category. To live up to sustainability goals Jonny Walker is developing a series of sustainable bottles made of paper or plastic. But how will consumers react to buying whiskey or other spirits in these bottles?

Focus groups in Stockholm with relevant consumers. With mock-ups and samples of various sustainable bottles present. Discussions around first “feel” and impressions and how these bottles fit the classic Jonny Walker brand.

Can you sell whiskey in a paper or plastic bottle? Rich feedback from consumers were delivered in video, audio and transcripts.