That’s a wrap: James Cropper partners with Bruichladdich on whisky ‘first’

PAPER packaging specialist James Cropper has teamed up 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 described as 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, James Cropper described the wrap as the ‘definition of conscious modern luxury’.

Bespoke in colour and shape with emboss and deboss features, the design also includes a branded, oversized custom clasp feature. James Cropper explained that by using 100% fresh fibre, the wrap is ‘significantly lighter’ than previous packaging solutions without compromising strength or integrity.

The company 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.

Richard Bracewell, MD 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.”

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 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 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 bottle is said to contain an average of 60% recycled glass content, and is lighter in weight and features a glass closure.

The Bruichladdich Eighteen and The Bruichladdich Thirty have been conceived, distilled, matured, and bottled only on Islay.