World-renowned Scotch whisky Laphroaig® unveiled a refreshed, more sustainable design to its iconic packaging in an effort to reduce the carbon footprint of each bottle. The new packaging will reduce the brand’s carbon emissions by 30%, and supports Beam Suntory’s Proof Positive sustainability strategy and long-term commitments to achieve net zero carbon emissions across its value chain by 2040.
The new packaging design retains the recognisable green bottle with distinctive black and white label but replaces the plastic bar top with a beech wood alternative, as well as switching out the secondary packaging tube for a more recycling-friendly carton. The new packaging will result in a reduction of 1,184.74 tons of greenhouse gases per year – equivalent to growing 30,711 saplings over ten years – a significant contribution to the overall reduction of greenhouse gas emissions.
The new carton will also introduce additional quality cues on pack, including embossed Laphroaig lettering on the side as a nod to the brand’s Islay distillery. Further inspiration came from the brand archive, resulting in a refreshed wordmark and the hand-crafted distillery address on the front of pack.
“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,” said Chris Richardson, VP Global Scotch & Irish Brands, Beam Suntory. “This new packaging is a good step forward in our global sustainability ambitions, while still maintaining Laphroaig’s true character and exceptionally high quality.”
In addition to its new packaging, Laphroaig will also be renaming ‘Select’ to ‘Oak Select’ to reflect the role of casks in the flavour profile of the whisky. Oak Select will continue to be comprised of spirit taken from five different types of oak cask that are then blended to create the final expression. There will be no change to the whisky itself.
