A Musselburgh packaging firm has been hailed for its support in the launch of a new range of bike accessories made from repurposed whisky casks, which are attracting interest from as far afield as America and India just two weeks on from their unveiling.
Experienced whisky professional Mark van der Vijver launched Cask Finery from his East Lothian home after spotting a gap in the market for heritage-laden, sustainable bike accessories when he rekindled a taste for the activity during lockdown and noticed the pride other cyclists took in their bikes.
Sourcing the whisky casks himself, Mark is behind the design of the range of headsets and bar end caps. An entirely Scottish supply chain then steams and straightens the whisky staves before shaving them down to be machine precision cut, with Mark then oiling them, before a professional undertakes the bespoke engravings.
Cyclists can request their own engraving on the accessories or choose from a range of lines that include tartan patterns, engravings of the origin distillery or drink’s name, and other designs that pay homage to cycling and events including the Tour de France.
A cask used to mature Glen Albyn’s rare 1963 Vintage Single Malt has already been used in the creation of a batch of the accessories, highlighting the type of heritage on offer.
“My worst nightmare was that people would receive the product and think it’s just a piece of wood,” Mark told Packaging Scotland, before telling of the key role packaging firm DTP Southfield played in creating an experience upon unboxing the products.
“I like to know the history behind every cask I get, so I can then share that story on the packaging,” he added. “When people open the package, they need to feel like there’s an unboxing ceremony – with each movement revealing another layer, so when you lift up a layer it reveals a slice of the whisky stave, then when you open the next part it reveals the products, and then the company logo, and certificate explaining the cask type, where it’s from, and who made it.”
Describing DTP Southfield as ‘very supportive and flexible’, Mark said that they got ‘pretty far down the road’ with a couple of packaging designs before tearing them up. This, he said, was no problem for the firm which was happy to continue working to find the right design.
“DTP Southfield has seen a lot of businesses get off the ground and they’ve worked with a lot of interesting, unique, and quirky products being brought to the market,” Mark explained. “They told me that they think I’m onto something, and said to keep going. For them to say that was really encouraging.”
The perseverance is already paying off, with Cask Finery having been invited to exhibit at the Bike & Art Collective in Glasgow this August.
Describing the cycling community’s reaction to the products as ‘humbling’ and exceeding his expectations, another key part of the products’ packaging is its sustainability credentials and respect for the environment. 10% of all profits are also being donated to the The Woodland Trust Scotland.
“During Covid, when I got back into cycling a few things stood out and one was the (cycling) community’s call for sustainability,” Mark explained. “When I first spoke to DTP Southfield, I said that the packaging needs to be sustainable – everything from the paper to the ink to the glue – and that’s what we’ve achieved. The next step is to get enough volumes to allow us to qualify for an electric vehicle courier.”
Speaking to Packaging Scotland, Alun Joseph, MD of DTP Southfield, described the work with Cask Finery as an ‘engaging’ and ‘rewarding’ experience. “The product itself is fantastic and Mark was determined that the packaging and the unboxing experience would be a big part of his offering.
“Mark’s clear vision, but openness to ideas has made this a very collaborative project, the results of which I am delighted with. As a keen cyclist myself, I think the product will be very well received and I hope that the customers will enjoy the packaging before using it for something else or of course recycling it responsibly.
“We at DTP Southfield have worked with a number of start-up businesses as well as more established companies looking for bespoke packaging solutions. Everyone’s product is different and so every packaging project is different and the Cask Finery box has been put together from the ground up around the product and the customer experience.”
Keen to keep Cask Finery’s offering ‘broad’ in the sense that it doesn’t alienate people who aren’t into whisky, Mark hopes the natural aspect of the products and their packaging, alongside the juxtaposition of having something natural and handcrafted on a machine performance bike, acts as an allure for cyclists so more can carry a little bit of history with them on each cycle.
