James Cropper 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 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.
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.”
