WHISKY BOTTLING GOES GREEN

 LEADING WHISKY BRANDS AIM TO REDUCE
CARBON EMISSIONS

Leading global alcohol monoliths Diageo and Pernod Ricard, among others are forging a path towards atmospheric stability and salubrity. They are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design their customers expect from them, but to do so in a way that reflects their sustainability ambitions.

Paper-Based Whisky Bottles Behind The Bar

 Diageo recently tried out a 90% paper-based bottle for its Johnnie Walker Black Label scotch whisky, suggesting that it could emit 47% less carbon than standard glass solutions. This trial took place exclusively at Johnnie Walker Princes Street’s 1820 in Edinburgh. Bartenders served drinks from 250 70cl bottles to test their feasibility in a bar environment; consumers were able to see the bottles, but not purchase them. A report on the innovative experiment is awaited.

An external life cycle analysis claims that the prototype could reduce carbon emissions by 47% compared to the glass Johnnie Walker Black Label equivalent. It also claims to be approximately 60% lighter. Inside the bottle is a ‘very thin’ plastic liner that, according to Diageo, does not impact the bottle’s recyclability, as it is not attached or bonded to the Dry Molded Fibre outer layer. Therefore, it does not require separation before the components are recycled.

PulPac, Setop DIAM, and PA Consulting worked with Diageo to produce the bottle closure, which is made from a combination of cork and similar Dry Molded Fibre paper technology to the bottle itself; however, it is excluded from calculations and only intended for use during the trial.

The stopper used in the trial is not recyclable, but alternative solutions are reportedly in development.

As a whole, the bottle’s design maintains the same square shape as previous Johnnie Walker Black Label bottles, yet cuts unique facets into the sides and embosses the company’s Striding Man iconography onto the bottle and closure.

This trial took place as part of the Bottle Collective with PA and PulPac. As the paper-based bottle is tested and developed further, the partners plan to consider future improvements to its recyclability.

These bottles break new ground in packaging design and shows the potential to significantly reduce carbon emissions, whilst seeking to maintain the elegance, luxury, and bottle size expected in the premium drinks market.

PulPac’s Dry Molded Fibre technology opens up new possibilities for cost-effective, lightweight, less carbon intensive and more sustainable packaging. Feedback collected from bartenders and the public following the market trial is being evaluated so they can test and refine the bottle and technology further.

A previous trial saw Diageo and PA Consulting work together to trial paper-based packaging for Baileys’ Original Irish Cream Liqueur. Designed for recycling in standard paper streams, the 80ml bottles were served at Time Out Festival in Barcelona, Spain; the design team used the lessons learned from the trial to inform the technical aspects of a larger, more complex bottle shape for Johnnie Walker.

Johnnie Walker has also unveiled its Blue Label Ultra bottle, which is the brand’s lightest 70cl scotch whisky glass bottle and could potentially be the lightest in the world. The company aspires to reduce the weight of its glass packaging and lower its packaging-related carbon emissions.

At 180g without the closure, Diageo says the new bottle was created by adopting a ‘test-and-learn’ model, where the whisky brand worked with external glass makers to rethink how the bottle was designed, made and transported. Apparently, the glass was hand-blown, and the teardrop shape meant reforming the square Johnnie Walker bottle for the first time.

As part of the Diageo Spirit of Progress action plan, Johnnie Walker aims to reduce the weight of glass used in its packaging, also hoping to reduce the amount of carbon emissions associated with packaging. Citing a study by British Glass, the company says actual savings would be project and product dependent, but ‘independent studies show that, all else equal, for every gram of glass reduced that means over half a gram less carbon emissions in production’.

Diageo says the technology is not yet available to launch bottles of this weight at scale - however, Johnnie Walker has been granted a UK patent, and a license to the patent will be offered on a royalty-free basis to any interested parties, aiming to encourage further progress in the industry. Reportedly, 888 bottles of the new design will be produced and a limited number released for sale in 2025 in selected markets worldwide, with an RRP of £1000.

The technical challenges that light-weighting presents required incorporation of various design and production specifications that could not have been envisaged at the start of the journey; from the requirement of a tear drop shape to the addition of a protective cage to allow for a round base, and the hand-making and filling of each individual bottle to avoid damages in production. It is hoped that the discoveries will have a positive impact within the wider industry and help discover new possibilities for lighter, lower carbon packaging alternatives.

In July 2024, Diageo and ecoSPIRITS announced a global agreement to distribute Gordon’s gin, Captain Morgan rum, and Smirnoff vodka in reusable packaging at bars, hotels, and restaurants via the ‘lower carbon, lower waste’ ecoTOTE technology. The agreement is set to offer a ‘flexible framework’ in which Diageo can pilot and scale circular packaging in 18 markets within the space of three years.

Laphroaig

Butterfly Cannon has launched a new campaign for Laphroaig’s Scotch Whisky, hoping to enhance the storytelling elements of its gifting strategy and encourage consumers to buy Islay single malts as presents.

The new campaign is inspired by the line of green wellie boots lined up in the boat room of the visitor centre at Laphroaig’s distillery. These are reserved for the ‘Friends of Laphroaig’ community, who are given the opportunity to claim a piece of Islay land and are loaned a pair of wellies to walk to their plot. Butterfly Cannon was inspired by this ‘overt symbol of Laphroaig’s connection with their land’ and took note of the boots’ flexible rubber, fold-over top, adjustable buckle, and sturdy tread. It combined these features with Laphroaig’s signature green colour, logo lockup, and an ‘L’ pattern on the tread of the boot to produce the new, boot-shaped pack.

It is designed for reuse as an outdoor container for such items as camping gear, art supplies, water bottles, or other Laphroaig bottles. As such, it features a side strap for easy carrying and is built for durability.

Chivas Regal 18 YO

Whisky company Chivas Regal has unveiled a new look for its Chivas Regal 18, with a reported 25% glass weight reduction on its flagship 70cl bottle and ‘fully recyclable outer packaging’.

The updated bottle features a taller, more rounded shape and a layered, multi-faceted label. A traditional Scottish symbol, the Luckenbooth, is now positioned at the centre of the label and embossed into the glass base.

The Chivas Regal shield and crossed spears have also been embossed into the glass. The updated carton - said to be fully recyclable - features gold detailing and a gold-coloured tin lid.

The company states its flagship 70cl bottle’s reduction in glass weight is expected to save over 500 tonnes of glass annually, based on FY24 volume sales. The new design brings Chivas Regal 18 in line with Chivas Regal 12, which unveiled a new look in 2021.

The new Chivas Regal 18 bottle not only showcases Pernod Ricard’s dedication to luxury with its refined design but also highlights ongoing efforts to reduce environmental impact. By reducing glass weight and transitioning to fully recyclable outer packaging, they are taking significant steps towards a more sustainable future. The new Chivas Regal 18 bottle will be rolling out globally from Oct 2024.

An All-New Look For Chivas Regal 12 YO

Starting 2022, the same, signature 12-year-old blended smooth Scotch whisky was levelled up with a bolder bottle in a richer shade of ruby. You’ll still see the familiar rounded shoulders of the bottle design, but it now stands taller and prouder – and on greener credentials, too. The 12 years spent in the cask are honoured with bold XII numerals, sitting below the sleeker, emblematic Chivas Regal crest, which is etched carefully into the capsule and glass.

In 2021, the first carton was produced which depicted scenes from Scottish history and folklore. King Robert the Bruce on his battle charger and scenes from the Battle of Bannockburn were embossed into the foil carton, alongside images showing Highland dress in the 16th to 19th centuries. The Chivas Brothers Crest also depicted King Robert, with the Gaelic motto ‘Treibhireas Bunaiteachd’ (translated to ‘fidelity and stability)’ above him. The new Chivas Regal 12 bottle pays homage to its incredible history, while turning boldly to the future.

Chivas Regal 12 now uses 100% recyclable and environmentally friendly packaging materials as we accelerate towards our 2025 target of 100% recyclable, reusable, compostable or bio-based packaging, which will save 92 tonnes of plastic per year. The reduced weight of the new Chivas Regal 12 bottle saves more than 1,000 tonnes of glass each year, with its completely plastic-free packaging saving 2.3 million plastic bottles. Lastly, all-new delivery boxes lessen the energy needed in the recycling process. Together, these components contribute substantially to reducing Chivas’ CO2 emissions.