But not everyone is happy with the self-proclaimed "significant milestone" in the firm’s journey to create a fully bio-based bottle.

“Its like calling a ham sandwich vegan, as 57% is bread,” said Paul Foulkes-Arellano, in a recent linkedIn post. Foulkes-Arellano is founder of Circuthon Consulting, UK-based management consultancy that aids businesses in the transition to a circular economy model.

“The vodka is in contact with a polyethylene naphthalate (poly(ethylene 2,6-naphthalate) bottle which is 43% by volume of the bottle.

“PEN (as its known colloquially) is a polyester derived from naphthalene-2,6-dicarboxylic acid, and ethylene glycol,” he added.

In response to the controversy, Elin Furelid, director Future Packaging at Absolut, said: "We are all learning from one another and there is no perfect solution yet on the market.

“In our case we are using a specific technique with Paboco. The benefit of our single-mould paper bottles is that they require no post-assembly.

“[This] reduces the amount of energy and material required during the production process – it is the paper that holds up as a bottle, rather than the inner lining.”

Greenwashing in the food, cosmetics, and fashion industry

Greenwashing is the practice of making untrue or misleading statements about a company’s environmental credentials, either unintentionally or as a measured marketing strategy.

The approach has gathered momentum, particularly in the food, cosmetics, and fashion industry, wher there is a greater emphasis on sustainability and pressure to enter the circular economy.

In a recent report, commissioned by Changing Markets Foundation (CMF), claims over the environmental credentials of packaging, particularly paper-based, are misleading and done to obscure the real impact from consumers.

It identifies the eco-friendly claims of Perfetti Van Melle and its new cardboard box packaging as an example. The report also highlights the makers of Mentos mints’ failure to mention the packaging is an unrecyclable composite material made out of card, aluminium and plastic.

The analysis, which is available on CMF’s website www.greenwash.com, also highlights the paper-based packaging for Balisto chocolate bars, made by Mars Wrigley, together with Edeka Minden-Hannover.

According to the report, the packaging is advertised as 90% paper and recyclable, but also contains a “thin barrier coating” which protects the chocolate and prevents it from being greased outwards.

The report states it is not clear what the thin barrier is made from and whether it can truly be recycled as the logo is not an official recycling one.

EU and UK greenwashing regulation on the cards

But whether or not firms are knowingly involved in greenwashing, regulation is fast catching up to meet the Environmental Social Governance (ESG) claims made by companies keen to be seen doing their bit for the environment.

Already being proposed is an EU directive for 2024 that looks to filter out unsubstantiated label claims that can mislead consumers of an organisation’s environmental impacts or benefits.

Currently in a draft form, the European Commission’s Green Claims Directive is expected to cover common themes such as the clarity of claims, ensuring they are not misleading and backed with evidence.

Meanwhile, UK-based firms have been informed that the Competition and Markets Authority is already enforcing its own Green Claims Code with the news in January 2023 that it would further scrutinise household products, including food and beverages.

“The more businesses are transparent about their plans to transition to net zero and prepare for climate shocks, the easier it is to benchmark best practice, set standards and celebrate the companies that really are delivering on their commitments,” said Emma Howard Boyd, Chair of the UK’s Environment Agency.

“As with the government’s ambition for net zero by 2050, delivering on climate resilience and nature recovery requires robust, consistent, and trusted data,” she said in a speech to the UK Centre for Greening Finance and Investment Annual Forum at The Institution of Civil Engineers in July 2022.

“If we fail to identify and address greenwashing, we allow ourselves false confidence that we are already addressing the causes and treating the symptoms of the climate crisis.”