V Rum turns to 100% recycled glass
British brand V Rum has unveiled a new custom-designed, pentagon-shaped bottle made from 100% recycled glass.
Produced in partnership with glass manufacturer Verallia, the new sustainable bottle marks a new milestone in V Rum’s mission to redefine premium rum with purpose and responsibility.
Crafted entirely in the UK, the new bespoke bottle is said to combine elegance with environmental impact, reducing the brand’s carbon footprint while setting ‘a new sustainability standard’ for the spirits industry.
Each bottle mirrors the brand’s core belief that great rum should do good for people, the planet, and the future.
“Our mission has always been to create a truly exceptional British rum, but to do it the right way,” said Carl Churchill, CEO and founder of V Rum. “Working with Verallia has allowed us to take a major step forward in our sustainability journey. This new customised bottle doesn’t just look beautiful; it represents progress, responsibility, and innovation at the heart of our brand.”
The new bottle will feature across the brand’s three core expressions, V Premium White Rum, V Spiced Rum, and V Overproof Rum. Each is crafted and distilled using rainwater harvested on-site and powered by 100% renewable green energy from Ecotricity.
Nolan Kane, head of marketing at Verallia, added: “We’re thrilled to partner with V Rum on this innovative project. Creating these bespoke bottles from 100% recycled glass showcases how premium design and sustainability can go hand in hand. It’s fantastic to see a British rum brand leading the way in reducing its environmental footprint while delivering a world-class product.”
The new packaging is the latest in a series of sustainability-driven initiatives from V Rum.
Alongside the 100% recycled glass bottle, the brand’s labels are made from 95% sugarcane waste and 5% hemp. Its distillery operations in Hampshire continue to evolve towards renewable energy and circular production practices.
The distillery also utilises an advanced heat recovery system, which captures and reuses the heat generated during distillation to warm subsequent batches and other parts of the facility.
This closed-loop approach ‘dramatically’ reduces energy consumption and environmental impact, reflecting V Rum’s dedication to sustainable innovation at every stage of production.
V Rum will be the official rum pour at The Spirits Business Awards ceremony on 13 November. It is also the sponsor of the Bartender of the Year category.
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