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Laphroaig unveils sustainable packaging redesign

Scotch whisky brand Laphroaig has unveiled a refreshed design to its 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 achieving net zero carbon emissions by 2040.

The new design replaces the plastic bar top of the packaging with a beech wood alternative, as well as switching out the secondary packaging tube for a more recyclable carton. The recognisable green on the bottle with the distinctive black and white label remain.

The new carton will introduce additional quality cues on pack, including embossed lettering of the brand on the side as a nod to the Islay distillery.

Commenting on the new packaging, Beam Suntory’s VP of global scotch and 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.”

Along with the new packaging, the brand will also be renaming ‘Select’ to ‘Oak Select’ in its portfolio to the reflect the role of casks in the flavour profile. There will be alterations to the liquid itself.

9 August 2023 - Bradley Weir