The packaging around Bruichladdich’s The Classic Laddie has undergone an innovative and sustainable update, with CO₂ emissions reduced by 65 per cent through eliminating the secondary tin and introducing a significantly lighter recycled glass.

Containing an average of 60 per cent recycled glass, the redesign is 32 per cent lighter compared to the previous bottle and by removing the secondary tin Bruichladdich said it has brought sustainability to the forefront and is challenging the perception of value within the whisky sector.

Douglas Taylor, CEO at Bruichladdich Distillery, said “As an industry, we’ve become accustomed to believing that single malt Scotch whisky must come with outer packaging as standard. Where most other spirits travel around the world in just the bottle, the majority of single malts have an elaborate or heavy secondary, outer pack. And it made us ask ourselves, why? Secondary packaging is not always necessary, and it’s certainly not sustainable.

“The new proprietary Classic Laddie bottle marks a significant step change for Bruichladdich. This is much more than a bottle redesign. It is changing the trajectory for the brand and the way that we operate as a values-led business.”

Every element of the new proprietary bottle has been redesigned, and while Bruichladdich’s signature aqua colour remains, the new bottle uses an organic ink coating and the closure and cork are made from polypropylene, a synthetic resin made from bio-based sources. 

The B-Corp certified distillery’s new optimised glass bottle design will reduce total packaging CO₂ emissions by 65 per cent, compared to the previous glass bottle which came with a secondary tin – which is equivalent to taking 182 cars off the road on Islay.

Bruichladdich worked with Glasgow-based design agency, Thirst, to redesign the bottle and Matt Burns, Executive Creative Director at Thirst, said: “This bold and progressive design and brand identity is emblematic of the role we must all play in taking responsibility for the future of the environment, and provides and opportunity for like-minded purposeful drinkers to connect with a brand that represents what they value.

“It’s about leading the way in shifting habits – it proves you don’t need to have secondary packaging to represent luxury, quality or to be interesting.”

The redesigned Classic Laddie is available from March and can be purchased from any leading liquor stores Australia-wide.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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