Laphroaig unveils sustainable redesign

Islay whisky brand Laphroaig has been given a packaging makeover that will cut its carbon emissions by nearly a third.

Laphroaig, owned by Beam Suntory, will reduce its carbon emissions by 30% with its new packaging, while retaining several of the Scotch whisky brand’s features.

The brand has retained its green bottle with the black-and-white label, but replaced the plastic top with beech wood.

Furthermore, the secondary-packaging tube has been swapped for a recyclable carton. Additional quality cues have been added to the new carton, as well as a refreshed word mark and the distiller address on the front of the pack.

These changes will result in a reduction for 1,184.74 tonnes of greenhouse gases every year, which equates to growing 30,711 saplings over 10 years.

Chris Richardson, vice-president global Scotch and Irish brands, Beam Suntory, said: “The Laphroaig distillery has been making whisky for more than 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 maintaining Laphroaig’s true character and exceptionally high quality.”

Furthermore, the brand will rename ‘Laphroaig Select’ to ‘Laphroaig Oak Select’ to better reflect how the casks impact the flavour of the whisky.

Last year, Laphroaig welcomed a new distillery manager, Barry MacAffer.

Earlier in August, Beam Suntory submitted a planning application to build a £150 million (US$191m) Scotch whisky maturation facility in East Ayrshire, Scotland.