American liquor manufacturer Beam Suntory has announced the launch of redesigned packaging for its Scottish single malt Scotch whisky brand Laphroaig.
In this new packaging, the company has replaced the plastic bar top with a sustainable beechwood alternative while the secondary packaging tube has been replaced by a more recyclable carton material.
Suntory said that the brand’s packaging design continues to retain the recognisable green bottle with its distinctive black and white label.
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By GlobalDataThe company is also planning to showcase embossed Laphroaig lettering on the side of the bottle ‘as a nod’ to the brand’s self-named distillery in Islay, Scotland.
On the front side of the new pack, a refreshed wordmark and hand-crafted distillery address will also be displayed.
The packaging has been introduced to minimise the carbon footprint of each Laphroaig bottle, with Suntory saying that it will help in minimising up to approximately 1,184 tons of greenhouse gases annually.
The brand’s overall carbon emissions are expected to be reduced by 30% as a result of this move, which is in line with Suntory’s Proof Positive sustainability strategy.
Suntory vice-president for Global Scotch & Irish Brands Chris Richardson said: “The Laphroaig distillery has been making whisky for over 200 years, and it is fundamentally important we take steps to reduce our environmental impact and protect the natural resources we rely upon.
“This new packaging is a good step forward in our global sustainability ambitions, while still maintaining Laphroaig’s true character and exceptionally high quality.”
Laphroaig has also confirmed the renaming of its ‘Select’ whisky as ‘Oak Select’, in a bid to showcase the role of casks in defining the unique flavour profile of its whisky.
