James Cropper, the global leader in Advanced Materials and Paper & Packaging, has scooped the Packaging Redesign Award at this year’s Paris Packaging Week for its collaboration with Bruichladdich distillery.
Announced at the awards ceremony on 29th January, 2025, the B Corp distillery’s Luxury Re/Defined range was recognised for demonstrating that premium spirits can be both sustainable and aesthetically beautiful.
Made by James Cropper for the full Luxury Re/Defined whisky range – featuring The Bruichladdich Eighteen, The Bruichladdich Twenty One and The Bruichladdich Thirty – the industry-first coloured wrap is the definition of conscious modern luxury. Made from fully recyclable paper pulp and moulded to the shape of Bruichladdich’s optimised, proprietary glass bottle, the packaging is fully recyclable.
Bespoke in colour and shape with unique emboss and deboss features, the design also includes a branded, oversized custom clasp feature. Using 100% fresh fibre, the wrap is significantly lighter than previous packaging solutions without compromising strength or integrity, while significantly reducing Bruichladdich’s CO2 impact.
In October 2024, the wrap also triumphed in the Pentawards celebration of global packaging design excellence, winning the Packaging Brand Identity Projects and Sustainable Design – Beverages categories and was highly commended in the Design with Purpose category.
This is the third major success for James Cropper at the Paris Packaging Awards, following Sustainable Innovation Award wins for their partnership with Maison Perrier-Jouët in 2024 and for work with Dom Ruinart in 2023.
Heather Allen, Product Designer at James Cropper Paper Products, said: “This win is the perfect way to kick off the celebrations for the 180th anniversary of James Cropper, taking place this year.
“We have a long history of marrying innovation with sustainability and to have this recognised once again at the Paris Packaging Awards is much appreciated by the team. We are also very proud to be a trusted partner of Bruichladdich whose bold ambition and values perfectly align with our own, helping create this industry-first.”
Originally known for papermaking, James Cropper is now the first choice for pioneering material solutions. Today, the group operates on the global stage collaborating with the world’s biggest enterprises and well-known names in energy, aerospace, luxury retail and beyond. From recycled folding box board for Chloe fragrances and bespoke moulded fibre wraps for Bruichladdich whisky bottles; to hydrogen fuel cell powered vehicles and even lightweight aircraft materials, consumers are never more than a few feet away from James Cropper products.
The Bruichladdich wrap was created by James Cropper in collaboration with global creative partner, Thirst.
Photo: James Cropper
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