Bruichladdich redesigns The Classic Laddie in major carbon reduction move
The Hebridean distiller’s signature bottling has been reconfigured with sustainability in mind and now comes without a secondary tin
Islay distillery, Bruichladdich, has overhauled the design of its signature The Classic Laddie with its most innovative packaging to date - reducing the single malt’s packaging CO2 emissions by 65% through eliminating the secondary tin and introducing a significantly lighter recycled glass.
Containing an average of 60% recycled glass, the redesign is 32% lighter compared to the previous bottle – reducing the brands global environmental impact, with fewer distribution vehicles on the roads and the ability to transport more bottles per pallet.
Previously, customers had an option to opt-out of secondary packaging, but the brand is now removing production of the secondary tin for The Classic Laddie entirely in a move that brings sustainability to the forefront and challenges the perception of value within the whisky sector. The creation of the tin for The Classic Laddie emitted over 1kg of CO2 in its creation alone, and the distillery – which places social and environmental progress at the heart of its decision making - is committed to producing less, transporting less, and risking less packaging going to landfill.
The B-Corp certified distillery’s new optimised glass bottle design will reduce total packaging CO2 emissions by 65%, compared to the previous glass bottle which came with a secondary tin – which is equivalent to taking 182 cars off the road on Islay.
Every element of the new proprietary bottle has been redesigned, and while Bruichladdich’s signature aqua colour remains, the new bottle uses an organic ink coating and the closure and cork are made from polypropylene, a synthetic resin made from bio-based sources.
Douglas Taylor, CEO at Bruichladdich Distillery, said “As an industry, we’ve become accustomed to believing that single malt Scotch whisky must come with outer packaging as standard. Where most other spirits travel around the world in just the bottle, the majority of single malts have an elaborate or heavy secondary, outer pack. And it made us ask ourselves, why? Secondary packaging is not always necessary, and it’s certainly not sustainable.
“The new proprietary Classic Laddie bottle marks a significant step change for Bruichladdich. This is much more than a bottle redesign. It is changing the trajectory for the brand and the way that we operate as a values-led business.”
Bruichladdich has partnered with Swiss artist, Simon Berger, who is renowned for working with glass in incredible ways. His latest work, the first-ever to go on show in the UK, pays homage to Bruichladdich’s innovative glass project.
The artist, famed for his incredible portraits in glass, has intricately shattered 15 panes of recyclable glass to celebrate the Hebridean distiller’s new signature Classic Laddie bottle.
Simon Berger’s artwork will be able to be seen for the first time in the UK in London and Glasgow, before moving to its permanent home at the distillery on Islay.
The distillery has implemented sustainable solutions across every facet of the business. From installing a circulatory heating system on site, switching to cleaner grades of biofuels to reduce its carbon footprint, and exploring the feasibility of green hydrogen energy, the distillery aims to decarbonise production by 2025. In 2020, Bruichladdich Distillery was the first Scotch whisky and gin distiller to gain B-Corp certification, meeting the required social and environmental targets.
True to Bruichladdich’s provenance values, the distillery worked with global creative partner and Glasgow based design agency, Thirst, to redesign The Classic Laddie bottle.
Matt Burns, Executive Creative Director at Thirst, said:
This bold and progressive design and brand identity is emblematic of the role we must all play in taking responsibility for the future of the environment, and provides and opportunity for like-minded purposeful drinkers to connect with a brand that represents what they value.
It’s about leading the way in shifting habits – it proves you don’t need to have secondary packaging to represent luxury, quality or to be interesting.
The definitive Bruichladdich single malt, The Classic Laddie showcases the distillery’s classic, floral and elegant house style. Made from 100% unpeated Scottish barley, trickle distilled, un-chill filtered
and fully matured and bottled exclusively on Islay. This whisky is the epitome of Bruichladdich’s distillery values – reconnecting land, community and dram.
The re-designed bottle is now available to buy online at bruichladdich.com and in stores across the UK, priced £45.
About Bruichladdich Distillery Limited:
Bruichladdich Distillery is situated on the southwestern tip of the Hebridean island of Islay.
Bruichladdich Distillery crafts four unique spirits under one roof:
Bruichladdich, unpeated Islay single malt Scotch whisky
Port Charlotte, heavily peated Islay single malt Scotch whisky (40PPM)
Octomore, the world’s most heavily peated Scotch whisky series (80+PPM)
The Botanist Gin, the first Islay dry gin
The distillery was first established in 1881 by the Harvey brothers. It survived through periods of closure including world wars and economic uncertainly, only to be closed for seven years in 1994. The closure left all but two redundant.
The distillery was reopened by Mark Reynier, Simon Coughlin and then Head Distiller, Jim McEwan, in 2001. The team breathed new life into the community by keeping as much of their operations on Islay as possible - a legacy which continues today. They installed an on-site bottling hall in 2003, first grew Islay barley in 2004 (now making up 52% of annual production in 2023) and have since added additional warehousing to ensure all single malts are conceived, distilled, matured and bottled solely on the island. Bruichladdich Distillery is one of only two distilleries on the island (which is home to nine distilleries in total) to make these claims.
The independently owned Bruichladdich Distillery was purchased by luxury spirits company Remy Cointreau in 2012. They continue to invest in the values of the business, in being Islay-based, and in the local community.
In 2020, Bruichladdich became one of the only distilleries in the world to be B Corp certified. They were the first gin and whisky distillery in Europe to be recognised for balancing profit and purpose, and the distillery is currently undergoing its B Corp recertification process (which takes place every three years).
Provided on behalf of Bruichladdich Distillery
