James Cropper partners with Bruichladdich on whisky industry first
James Cropper has partnered with Islay single malt Scotch whisky brand Bruichladdich, bringing the first of its Luxury Redefined range to market with a fully sustainable outer wrap.
The coloured wrap for The Bruichladdich Eighteen and The Bruichladdich Thirty is the first of its kind in the whisky space. Made from fully recyclable paper pulp and moulded to the shape of the Bruichladdich optimised, proprietary glass bottle, the wrap is the definition of conscious modern luxury.
Bespoke in colour and shape with unique emboss and deboss features, the design also includes a branded, oversized custom clasp feature. Using 100% fresh fibre the wrap is significantly lighter than previous packaging solutions without compromising strength or integrity while significantly reducing Bruichladdich’s CO2 impact.
James Cropper produces the moulded fibre packaging using 100% green energy and the wood pulp used in its creation is sourced from sustainably managed forests, certified to FSC® or PEFC® standards. Brought to life using a single material with no glue, the packaging is 100% recyclable in every household.
Richard Bracewell, Managing Director for Paper Products at James Cropper said: “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. 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.”
The launch follows the integration of the award-winning moulded fibre innovation, Colourform, into James Cropper’s broader luxury packaging offering.
Gareth Brown, Global Marketing Director at Bruichladdich Distillery said: “Bruichladdich and James Cropper share many common values. We are both driven by real progress, innovation and sustainability as well 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.”
Aligning with the B Corp distillery’s commitment to reduce its packaging and waste, the latest launches are also housed in the brand’s new decanter-style proprietary bottle, created in collaboration with global creative partner, Thirst. The new bottle contains an average of 60% recycled glass content, is lighter in weight and features an elegant glass closure.
The Bruichladdich Eighteen and The Bruichladdich Thirty have been conceived, distilled, matured, and bottled only on Islay, the high-age statement expressions in the Luxury Redefined range are the liquid embodiment of the distillery’s pioneering past and steadfast commitment to the future – always with the aim of creating the most thought-provoking spirits.
Source: James Cropper
