James Cropper has developed a fully recyclable paper pulp outer wrap for single malt Scotch whisky brand Bruichladdich’s Luxury Redefined range, intending to capture a premium aesthetic and simultaneously improve the sustainability of its packaging.

Moulded to the shape of the proprietary Bruichladdich Eighteen and Bruichladdich Thirty glass bottles, the coloured, fresh fibre wrap is said to be manufactured using 100% green energy and wood pulp sourced from sustainably managed, FSC- or PEFC-certified forests. It constitutes a single material with no glue, meaning it is recyclable in household paper waste streams.

The wrap apparently maintains the strength and integrity of other wraps of its kind while reducing their weight and CO2 impact. It comes in a bespoke colour and shape, bearing embossed and debossed details and a branded, oversized custom clasp feature.

According to James Cropper, the wrap is the first of its kind in the whisky industry.

“We are proud to partner with Bruichladdich on reimagining traditional packaging for the whisky market and creating an example of best practice for sustainability and innovation,” said Richard Bracewell, managing director for Paper Products at James Cropper. “The result is the first-ever coloured wrap; a true example of future-looking, disruptive thinking. 

“This partnership further establishes our position as a leader in creating packaging that is both sustainable and beautiful. Every element of the design, from the light-weight materials used to the intricate emboss features and colour, have been carefully considered – elevating the drinking experience for the consumer.”

Gareth Brown, global marketing director at Bruichladdich Distillery, added: “Bruichladdich and James Cropper share many common values. We are both driven by real progress, innovation and sustainability as well as putting our respective communities at the heart of our decision-making, so it’s been fantastic to partner with a values-driven business who aligns with our philosophy in so many ways.

“When it came to creating the new outer packaging for our Luxury Redefined range, we wanted to produce something truly unique and ground-breaking, reflecting such rare and special liquid. The team at James Cropper were on board with our brave vision from the start and welcomed the challenge to create something bespoke, brand new and industry-challenging.

“A first for the James Cropper team, they ensured that every single element of the outer wrap – from the manufacturing process and exact materials used to the bespoke colour and texture – was perfected to deliver a result we are all incredibly proud of.

“The final result is not only an industry first which looks aesthetically beautiful but is underpinned by a greater mission to reduce our packaging, emissions and waste.”

The development comes after Colourform by James Cropper joined forces with Maison Perrier-Jouët  to create a luxury gift wrap made of paper pulp and vine shoots for two vintage cuvees.

Meanwhile, Scotch whisky brand Laphroaig sought out a 30% reduction in carbon footprint with its redesign, which replaced its secondary packaging tube with a carton and embossed Laphroaig lettering into the side.

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