Scotch whisky brand Laphroaig, owned by premium spirits powerhouse Beam Suntory, has launched updated packaging in an effort to reduce the carbon footprint of each bottle.
This 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 fresh design, which aims to reduce CO2 emissions in production and transport by -30%, retains the distinctive Laphroaig green bottle with its black and white label but replaces the plastic bar top with a beech wood alternative. It also swaps the secondary packaging tube for a more recycling-friendly carton.
The new packaging results in a reduction of 1,184.74 tonnes of greenhouse gases per year – equivalent to growing 30,711 saplings over a ten-year period, the company said.
The carton introduces additional quality cues on pack, including embossed Laphroaig lettering on the side as a nod to the brand’s Islay distillery. The front of the pack also features a refreshed wordmark and the distillery address written out.
Beam Suntory VP 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.”
In addition to the new packaging, Laphroaig has also renamed its ‘Select’ expression to ‘Oak Select’ to reflect the role of casks in the flavour profile of the whisky. Oak Select continues to feature spirit taken from five different types of oak casks that are then blended to create the final expression. The whisky itself remains unchanged. ✈
