Diageo is to sell Johnnie Walker Scotch whisky in recyclable paper bottles.
Scotland's biggest distiller says the new design will be made from wood pulp that meets food grade standards and will cut down on plastic waste.
Diageo, which also makes Guinness, partnered with venture management company Pilot Lite to launch a company called Pulpex Ltd which has developed the paper bottle. Pulpex will also create paper bottles for companies including Unilever Plc and PepsiCo.
Diageo says it already uses less than 5% of plastic in its packaging but has set targets to reduce that further under the United Nations Sustainable Development Goals programme by 2025.
Ewan Andrew, chief sustainability officer for Diageo, said: "We're proud to have created this world first. We are constantly striving to push the boundaries within sustainable packaging and this bottle has the potential to be truly ground-breaking.
"It feels fitting that we should launch it with Johnnie Walker, a brand that has often led the way in innovation throughout its 200 years existence."
