Maggie Londsdale reports on how premium whisky is leading the sustainable packaging revolution
WHAT’S the point of expertly creating the perfect whisky if no one is ever going to drink it? Before consumers even get to taste the carefully-crafted notes of premium whisky, they need to choose the bottle from the shelf, whether that’s in a supermarket, a luxury delicatessen, a hotel bar, or the gift shop of a distillery.
So, what is it that makes a consumer reach for a particular whisky? Brand awareness and association is a huge element of that choice, with loyalty built slowly and protected carefully. For consumers who are – or even might be – open to trying a new whisky, the look and feel of the bottle is a most powerful tool. For both loyal and potential customers, the role of a fabulous whisky bottle is crucial.
What makes a fabulous whisky bottle is subjective, depending on brand identity, target customers, legislation, and availability. Consumers are increasingly demanding sustainable packaging across all aspects of their purchasing choices, with the luxury whisky sector no exception.
Brexit is sticking its nose in too, with legislation influencing packaging for food and beverages, plus initiatives like the Scotch Whisky Association’s (SWA) goal to reach net zero carbon emissions by 2040.
When you’re passionate about creating the golden liquid inside the bottle, thinking about the packaging can be annoying at best and a painful diversion from what you signed up for at worst. “But we all need it, so I like to make sure it’s the perfect fit!”, said Sharon Clark, sales manager for Pont Packaging UK.
Sharon explained what packaging considerations need to be made so a whisky brand catches the eye of the target customer. “Blending traditional expectations and brand identities with modern demand for sustainable packaging is a journey that I love being a part of; from choosing from the classic heavy, square glass bottle to considering lighter weight options that challenge that established design. The Scottish whisky industry is evolving so beautifully and the packaging is evolving with it.”
The driving force of sustainability is evident in the overarching need to reduce carbon emissions, which will be achieved through reducing use of virgin raw materials in packaging, cutting transportation impact, and promoting reuse and recycling of bottles.
Scotland’s likely introduction of a progressive Deposit Return Scheme is bringing challenges as well as sustainability benefits, with producers needing to participate in the scheme (yay) which will impact on production costs and logistics (boo). This need to combine the high expectations of premium whisky packaging with the changing rules of sustainability is an unavoidable headache for whisky producers.
Sharon’s two-decade long experience in the industry means she sees a clear path. “Working with a packaging partner that can take away all that stress makes such a huge difference. I make sure I know every element of the changing regulations and I stay in touch with our design team and sustainability team to know how we can support our customers in offering branding that looks amazing but doesn’t negatively impact on the recyclability of the bottle, for example. I’m always visiting our customers too, so I see first-hand the challenges that breweries and distilleries are facing, and I can show them how a few smart tweaks can reduce the carbon footprint of their packaging while boosting the shelf appeal.”
Offering glass, PET and rPET (recycled PET) food grade bottles with traditional sloping shoulders as well as a wide range of customisable shapes and sizes, the Pont portfolio includes bottles from 5cl for gifting, sampling and distillery tours, right up to the Lux 700ml.
Sharon added, “Distilleries can add QR codes to their packaging, they can specify higher content of recycled glass or choose amber glass for a greater UV barrier. I know it can sound overwhelming but we’ve been making glass packaging for over 110 years and I can talk about it all day! Or just help someone make a decision that suits their brand. Great packaging supports great whisky.”
With premium whisky increasingly including innovative new brands and a whole host of fresh ideas, the considerations of sustainability, legislation and performance sit alongside visuals and value. All these elements have to be blended as carefully as the finest whisky to make sure the bottle is created in the spirit intended.
