Highlighting an industry-first in the world of spirits, global beverage creative specialist Thirst has collaborated with Bruichladdich to revolutionize the luxury segment of its portfolio. The evolved design of the Luxury Redefined range challenges the norms in the luxury whisky sector, where traditionally, higher prices have been synonymous with more elaborate and heavier packaging. Thirst’s approach, however, suggests that minimalism can be just as attractive, valuable, and significantly more sustainable. The design features a fully recyclable, plastic-free, moulded outer wrap made from recyclable paper, a first in the category.
Thirst’s strategy aligns perfectly with Bruichladdich’s mission to become the most purpose-led spirit globally and challenge the status quo in whisky. The design signifies a step change in the Bruichladdich portfolio without affecting the distillery’s sustainability credentials.
According to Gareth Brown, Global Marketing Director at Bruichladdich Distillery, the new packaging design is a testament to their ongoing commitment to progressive and industry-leading innovation. The packaging is not only aesthetically pleasing and eco-friendly but also appeals to consumers.
The design, inspired by modern minimalism and Bauhaus design principles, embodies Bruichladdich’s style and ethos. It perfectly illustrates how subtraction, rather than addition, can result in standout design without compromising sustainability.
In the words of Matt Burns, Executive Creative Director and Co-Founder at Thirst, working with Bruichladdich has allowed them to redefine traditional signifiers of luxury while demonstrating that premium single malt Scotch whisky can be both sustainable and beautiful.
The design of a bespoke outer wrap, in partnership with UK-based luxury packaging specialist James Cropper, is a testament to Thirst and Bruichladdich’s commitment to sustainability. The outer packaging is made from fully recyclable paper pulp, moulded to the shape of the proprietary glass bottle, and produced using 100% green energy.
The proprietary decanter-style bottles use an average of 60% recycled glass content, making them lighter than other prestige, high age statement whiskies in the category.
The Luxury Redefined range, with its premium look and feel, offers a unique experience to consumers, from opening the bottle to pouring the liquid for enjoyment. The bore of the bottle has been designed to deliver a slower, more controlled pour for optimum sensorial enjoyment.
The design strategy also took into account the color of the Luxury Redefined range. Thirst used a rich color palette for the outer wraps to showcase the origins of the two new liquids in the renowned Islay-based distillery. The jewel-like tones add a touch of prestige while respecting Bruichladdich’s distinctive aqua-blue branding.
In conclusion, the Bruichladdich Eighteen and The Bruichladdich Thirty, with their exceptional packaging, are a testament to Bruichladdich Distillery’s commitment to luxury, quality, and sustainability.
