Scotch whisky Laphroaig has unveiled refreshed packaging with a more sustainable design that’s set to reduce carbon emissions by almost a third (30%).
The new packaging will result in a reduction of 1,184.74 tons of greenhouse gases per year, which is equivalent to growing 30,711 saplings over 10 years, according to the brand.
As well as cutting the carbon footprint of each bottle, the move supports owner Beam Suntory’s Proof Positive sustainability strategy and long-term commitments to achieve net zero carbon emissions across its value chain by 2040.
“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.”
The revamped design retains the signature green bottle with its distinctive black and white label, but replaces the plastic bar top with a beech wood alternative.
Furthermore, the secondary packaging tube has been ditched in favour of a more recycling-friendly carton.
More details updated include embossed Laphroaig lettering on the side as a nod to the brand’s Islay distillery, and a refreshed wordmark and the hand-crafted distillery address on the front of pack.
Laphroaig is also renaming the ‘Select’ description to ‘Oak Select’ to reflect the role of casks in the flavour profile of the whisky. (Oak Select comprises of spirit taken from five different types of oak cask that are then blended to create the final expression.) There’s no change to the whisky itself.