We're already familiar with the molded cellulose packaging for champagne bottles launched in 2020 by the French house Ruinart. Now a whisky brand is wrapping itself in a paper cocoon.
For the Luxury Redefined range from Scottish distillery Bruichladdich, English papermaker James Cropper has created packaging made from fully recyclable pulp and molded to the shape of the glass bottle. For the British manufacturer, this packaging is "the definition of modern, responsible luxury" .
Unlike the off-white Ruinart champagne packaging also designed by James Cropper, the new thermoformed packaging is colorful: the 18-year-old The Bruichladdich Eighteen bottle is dressed in black, and the 30-year-old The Bruichladdich Thirty in deep blue.
The packaging, which includes a clasp, has been custom-made in terms of color and shape, and features embossing and debossing.
Using 100% fresh fiber, the package is significantly lighter than previous packaging solutions without compromising strength or integrity, while significantly reducing Bruichladdich's CO2 impact, says James Cropper. Made from a single material and without glue, the packaging is 100% recyclable in the classic cardboard cycle.
What's more, in line with the distillery's commitment to reducing packaging and waste, the new bottle contains an average of 60% recycled glass, is lighter and features a glass cap.
