More than 100 years of trying hasn't produced a reliable paper bottle. Why is it so challenging?

The search for a non-leaking, carbonation-protecting paper bottle continues. "For more than a century, businesses have struggled to solve a curiously complicated challenge: How to make a paper bottle that doesn't get soggy and keeps drinks fresh. . . . Now they say they are the closest they have ever been," reports Saabira Chaudhuri of The Wall Street Journal. Diageo, Pernod Ricard and Procter & Gamble are "testing paper-bottle designs. . . (to) help their brands stand out on shelves, woo consumers concerned about plastic and cut carbon emissions associated with glass."

Creating a paper bottle has presented companies with a series of obstacles. For instance, they've had to use plastic liners to keep bottles from leaking. Also, paper-only bottles can fail to keep flavors "intact and stop fizzy drinks from going flat," Chaudhuri explains. Even though the public may prefer paper over plastic, "There isn't an all-paper bottle on the market. . . . Consumer-products companies are plowing ahead. . . . [seeking] a paper bottle that is easy to recycle, avoids fossil fuel-based plastic, and ultimately boosts sales."

Companies want to use paper bottles for everything from skin cream to drinks to fabric softeners, but the elusive all-paper container has yet to be invented. Currently, versions of almost-all-paper containers are being made for testing. Chaudhuri reports: "Test batches allow companies to determine the answers to the many unknowns. Will consumers mind if paper shampoo bottles are water-stained? How will paper impact supply chains when the bottles don't keep products fresh for as long as glass and plastic? Will drinkers miss the click of glass bottles when they cheer with them?"

For now, testing batches of almost-all-paper bottles contain a plastic liner, with some companies focusing on reducing the size of the liner. Chaudhuri writes, "Spirits maker Diageo sees paper bottles as a way to use less glass without diminishing the luxury aspect of its brands." Dave Lütkenhaus, Diageo's breakthrough innovation director, told Chaudhuri: "It has proved much more challenging than we anticipated to keep a complex liquid like whisky in paper. It's not just cracking one problem; we are trying to crack all these problems as they come along."

Bottle tops aren't made of paper, but companies are working on the challenge, too. "Paboco promised to use paper caps by 2023 but missed its deadline," Chaudhuri explains. "The obstacle: Paper fibers swell in moist conditions, meaning the caps weren't a reliable fit."