Kyrö Distillery Company’s limited-edition whisky tasting set, a collaboration with HBO’s Game of Thrones, uses Woamy’s biodegradable and recyclable biofoam to protect its sample bottles and glassware.
The cellulose-based foam is manufactured through a patented technology that mimics the cellular structure of wood, unlocking a lighter weight and improved dimensional strength. This fast, mould-free manufacturing process is hoped to replace plastic foams on an industrial scale.
Described as soft and dust-free, Woamy’s biofoam is expected to combine ‘perfect’ scratch protection with a premium-quality finish.
Now the material has been selected to protect the fragile components of Kyrö’s promotional tasting set for the TV series Game of Thrones – inspired by the fictional world of Westeros and the overall theme of ‘Fire and Blood’.
The biofoam is expected to facilitate a premium unboxing experience while aligning with Kyrö’s sustainability ambitions.
“Woamy was chosen because of its sustainability and performance and capability to protect whisky sample bottles and fragile glass,” says Matti Kovanen, brand & marketing director at Kyrö. “Woamy’s material is unique and gives a premium finishing to our sample set. We are extremely happy about this cooperation and pleased with the final product.”
“This is a significant opening for Woamy into the spirits and wine segment, and we are thrilled to collaborate with such an iconic Finnish brand as Kyrö,” adds Woamy CEO Susanna Partanen.
The limited-edition tasting set containing Woamy’s biofoam will feature in exclusive releases to selected partners and media representatives and will not be available for public sale. However, Kyrö will also release a publicly available lineup of Game of Thrones-inspired whiskies this year.
Other media tie-ins through packaging design include Dove’s limited-edition beauty lineup to commemorate the fourth season of the Netflix and Shondaland show Bridgerton; limited-editions cans from Fanta and Warner Bros. Pictures to mark the release of Tim Burton’s Beetlejuice Beetlejuice in cinemas; and a lineup of collectable cans from Candy Can and Ardagh Metal Packaging to celebrate the 45th anniversary of the iconic video game Pac-Man.
In other news, Stora Enso offers its cellulose-based foam, Papira, in a 3D structure with a ‘velvet-soft’ flocked surface. Reportedly, the flock fibres are FSC-certified, made from biodegradable eucalyptus, and developed specifically for paper and board substrates.
Papira has also been adapted to help Thorlabs Sweden transport sensitive optical and electronic equipment – preventing shocks, dust, and contamination from impacting the products’ performance.
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