William Connolly, a technical leader at Diageo, explores the challenges of sustainable packaging, emphasizing collaboration, transparency, and progress over perfection in the pursuit of innovation.

In an industry shaped by shifting regulations, evolving materials, and the relentless pursuit of sustainability, the search for the “perfect” packaging solution remains elusive. At the heart of this journey lies a delicate balance – between tradition and innovation, recyclability and performance, consumer expectations and environmental imperatives.

Connolly understands this balance well. A technical leader with a proven track record of innovation, he has spearheaded complex projects and built capabilities within global FMCG companies. With expertise in materials and packaging innovation – spanning multiple product forms and production processes – he combines scientific knowledge with strategic leadership and organisational development.

For Connolly, packaging is more than a container. It serves as both a vessel and platform, where carbon reduction is key, and collaboration drives progress.

Yet, the path forward is rarely straightforward. Paper, glass, and biomaterials offer advantages, but no single material provides a perfect solution. The industry must navigate regional policies, lifecycle assessments, and consumer expectations, recognising that progress – not perfection – is the goal.

Tradition also plays a significant role in shaping packaging decisions. “Glass has been the traditional material for spirits packaging for over 200 years, and consumers are used to it,” Connolly noted. “I don’t think paper bottles will replace glass at the higher end of the market anytime soon. We won’t see a £6,000 bottle of whisky in paper in the distant future. But there’s real potential for paper to play a role for faster-moving products.”

Honesty the best policy
The challenge in a market flooded by sustainability claims isn’t just creating better packaging and communicating it honestly and clearly. Greenwashing has made consumers sceptical, yet packaging innovation is rarely black and white. It’s not about a single solution but navigating trade-offs and prioritising progress over perfection. The complexity of materials, recycling, and carbon impacts can’t be distilled into a slogan. Real change needs nuanced conversations acknowledging challenges and achievements. “They’re trying to communicate something quite complicated,” Connolly said in February’s record-breaking Packaging Innovations & Empack edition. “Equally, what we’re doing with paper bottles and so forth isn’t as simple as saying, “This is great.” It’s more about saying, “We think this is interesting for these reasons.” It has advantages and challenges, and it isn’t easy to communicate on a pack when you only have a few words. You can never fully explain the reasoning.

“I’ve been taking opportunities to share what we’re doing. I also want to highlight how brands feel pressured to say, ‘This is perfect,’ when it’s rarely true. They can’t say, ‘We did this, and it’s not right yet, but we’re trying…’ Longer-form communication is key to showing progress over perfection. That’s the focus now, acknowledging things aren’t perfect, but we must put them out there, learn, and improve.”

Collaboration over competition
Packaging sits at the intersection of science, design, and logistics, making it one of the most multidisciplinary challenges in the FMCG world. Every solution must balance functionality, sustainability, and consumer appeal while navigating intricate supply chains and evolving regulatory frameworks. With so many factors at play, no company has all the answers. Success, says Connolly, isn’t just about technical breakthroughs; it’s about collaboration, adaptability, and learning from experts across different fields.

“I’m quite material-agnostic,” he explains. “Brands exist in an orbit; we’re semi-independent. I’m not trying to sell plastic, glass, or metal. We’re simply selecting the best option from what’s available.”

“And rarely is there a single “best” choice. One option might be best for a particular product, in a specific region and so forth. It’s very rarely a case of “this is perfect.”. For instance, I’ve been discussing the upcoming Simpler Recycling regulations with DEFRA, but that’s an England-specific policy. Even within the UK, Scotland has different rules. Globally, our biggest market is the US, where regulations vary even more. A solution that works in one place might not be right elsewhere.”

“The breadth of knowledge required to take a solution back to market is enormous, and you have to recognise that you’re almost certainly not going to have the capability to cover all of it yourself.”

One of the biggest challenges facing Connolly, a technical leader at Diageo, is developing effective barriers for paper-based packaging – particularly for whisky, where maintaining liquid integrity and preserving delicate flavour compounds is critical.

“By definition, paper is not waterproof, so you always need something to stop liquid from seeping through,” he added. “Whisky presents a huge challenge as ethanol is an incredibly effective solvent with extremely low surface energy. It wants to break through almost any barrier you put in front of it. On top of that, whisky contains hundreds of delicate flavour compounds that develop over years of ageing in wooden casks. If even trace amounts of those compounds are lost due to an imperfect barrier, the taste profile changes, and the product is no longer what it’s meant to be.

“So, our challenge is twofold: creating a high-performance barrier to protect the whisky while maximising recyclability. The paper bottles used for the recent Johnnie Walker trial are over 90% paper, with the plastic barrier making up less than 10% of the total. That means they should be recyclable depending on the local system, and we aim to reduce this to 5%, but limited material thickness makes developing ultra-thin, effective barriers a challenge.

“In the long term, we are exploring barriers with minimal environmental impact if they end up outside the recycling stream. Even for the small percentage that might end up in the wrong place, we still want to consider alternative solutions. That said, we don’t want to pursue biodegradability at the expense of recyclability – recycling is our primary end-of-life goal.”

Navigating the complexities of sustainable choices
Balancing functionality, sustainability, and consumer appeal is a constant challenge in packaging innovation. For Connolly, success isn’t just making a functional paper bottle; it must meet the highest standards. A successful barrier must protect liquid while aligning with recyclability goals, but it’s only one piece of the puzzle. The team must also consider how the packaging fits within supply chains, resonates with consumers, and has an overall sustainability impact.

“Packaging barriers are a hot topic,” said Connolly. “There’s a big push on eliminating plastic in certain applications, so the industry is tackling similar problems. Every major material manufacturer is exploring new barrier solutions, including biomaterials. I feel fortunate to be working in a space with so much collaboration. The challenge is choosing the right partners – you can’t test every new material, or you’d be evaluating a million options every week. You have to pick a few promising ones and run with them.

“Once we identify a suitable barrier, we must balance other competing demands of a paper bottle – supply chain logistics, design, and functionality. The key question is: why are we doing this? The number one driver is carbon reduction. The final product must have a significant carbon advantage over glass while offering a strong end-of-life solution. It needs to protect and preserve the product – if it doesn’t, the entire effort is wasted. And, of course, it has to look good.

“You can create the most sustainable packaging in the world, but if it’s ugly, no one will buy it. The design must be appealing and appropriate for the brand. We often work with premium products, so the packaging needs to reflect that and tell a compelling story to consumers.”

Human behaviour tends to favour familiarity, and their cultural background and personal experiences often influence how people respond to change. Connolly suggests, “From the feedback we’ve received, willingness to adapt varies across regions, but generally, people are willing to change if they understand why it’s necessary. It’s not about sacrifice but ensuring that the new option is still appealing while addressing deeper issues.”

Too often, businesses make changes based on assumptions rather than data, focusing on surface-level solutions without considering the broader environmental consequences. Connolly believes real progress comes from informed choices backed by rigorous assessment rather than reacting to trends.

“Many small businesses don’t have large teams conducting life cycle assessments (LCAs) and sustainability analyses,” he continued. “They assume changing a material makes a product more sustainable without fully understanding the impact. For us, glass contributes about 85% of our packaging, while packaging accounts for roughly a third of our total carbon footprint. Gathering this data took time; LCAs aren’t straightforward, especially when tackling Scope 3 emissions, which involve understanding supplier impact.”

“The crucial aspect is recognizing the fundamental challenges unique to our region and industry. Instead of making changes blindly, it’s essential to consider whether such a change will make a difference.”

Driving meaningful industry change requires innovation and a willingness to share knowledge, prioritising collective progress over competitive advantage. A science-driven approach to materials and climate solutions can create lasting impact, but Connolly believes true transformation happens when businesses collaborate rather than pursue isolated successes.

“We have the opportunity to lead this change at scale, but it’s not just about being first,” he says. “We want others to follow quickly. Unlike traditional corporate strategies focused on IP protection, we prioritise industry-wide progress. We share insights with competitors because real change requires collective momentum, not just a competitive edge.

“Collaboration is essential, but industry partnerships often struggle to align goals and priorities. Successful partnerships require a willingness to share more than is received, moving away from the secrecy that once defined business. Greater transparency is now critical as companies navigate complex and evolving sustainability regulations. Rather than reacting to every policy change, businesses can stay ahead by focusing on long-term goals, such as carbon reduction, recycling, and material innovation, ensuring resilience and meaningful progress despite shifting regulatory landscapes.

“We’ve built our internal regulatory framework,” Connolly explained. “Rather than getting caught up in the specific details of individual countries’ EPR schemes, we take a global perspective and focus on our core sustainability targets – carbon reduction, recycling, etc. If we achieve those goals, we expect that, over time, EPR fees and other regulations will align with our efforts.

“We simply can’t design solutions based on short-term shifts in legislation at the country level when we need to think in terms of long-term, systemic change.”

As the packaging industry evolves, forums like London Packaging Week, October 15-16 at Excel London provide a vital platform for these critical conversations. Bringing together industry leaders, material innovators, and regulatory experts, the event fosters collaboration and knowledge-sharing at a time when sustainability challenges demand collective action. It also serves as a reminder that no single company or individual has all the answers. Meaningful progress comes from shared learning, open discussions, and a willingness to challenge conventional thinking.