Global beverage creative specialist Thirst has continued its long-term partnership with Bruichladdich to reimagine the luxury pillar of its portfolio with a spirits world first, launching today.
Aligning with Bruichladdich’s commitment to reduce its environmental impact, the evolved design for the Luxury Redefined range challenges category conventions in luxury whisky, where higher price points have traditionally meant more materials, elaboration, and weightier packaging. Thirst’s approach demonstrates that less can be beautiful, premium, and far more sustainable, featuring a category first: a fully recyclable moulded outer wrap that is also plastic free and made from recyclable paper.
Showcasing ultra-conscious consumption
Building on Bruichladdich’s mission to challenge the status quo in whisky and become the most purpose-led spirit globally, Thirst developed a strategy showcasing that luxury for this brand is about ultra-conscious, not conspicuous, consumption. A priority consideration was that the bottle and secondary structure should signify a step change in the Bruichladdich portfolio without undoing the distillery’s new sustainability credentials around light-weighting and palletisation.
Gareth Brown, Global Marketing Director at Bruichladdich Distillery says: “Continuing our reputation for progressive and industry leading innovation, it was key for us to create packaging that consumers would not only love, but that was both aesthetically beautiful and eco-friendly – and Thirst got it spot on.
“Inspired by modern minimalism and Bauhaus design principles which have shaped Bruichladdich’s
style over the years, we took an approach of subtraction rather than addition, keeping all of the
standout design without compromising on our sustainable approach.”
Matt Burns, Executive Creative Director and Co-Founder at Thirst, says: “Having established a strong mutual affinity with Bruichladdich, together we push the boundaries of strategic creativity. Aligning the high-end of its portfolio with Bruichladdich’s visionary, sustainability-led purpose was an invitation to redefine traditional signifiers of luxury and demonstrate that premium single malt Scotch whisky can be both sustainable and beautiful.
“Category tropes within premium whisky lean on additional packaging and elaborate decoration to dial up prestige. When you apply a streamlined, pared-back approach, it is critical that what you’re left with works harder. Every creative decision for The Bruichladdich Eighteen and The Bruichladdich Thirty has been carefully considered to craft an elevated overall sensorial experience and encourage giftability.”
Channelling codes of next generation luxury
Thirst led the design of a bespoke outer wrap, reaching out to partner with UK-based luxury packaging specialist James Cropper. The eco-friendly outer packaging is made from fully recyclable paper pulp and perfectly moulded to the shape of the proprietary glass bottle. This lightweight outer packaging is produced using 100% green energy. Channelling the codes of next generation luxury, its lightweight materials reduce Bruichladdich’s CO2 impact from creation to transportation, while the bespoke outer never compromises on elegance and quality. Unique emboss and deboss features include a branded, oversized custom clasp.
The proprietary decanter-style bottles use an average of 60% recycled glass content. They are lighter than other prestige, high age statement whiskies in the category. Evolving from the recently redesigned Classic Laddie bottle, Thirst created a taller, slimmer silhouette and elongated the neck for a premium pour. A glass closure adds to the consistent, elegant look and feel of the Luxury Redefined range.
The premium look and feel of the bottle extends to the savoured indulgence of opening the bottle and pouring the liquid. The bore (the aperture through which liquid leaves the bottle) has been anchored to deliver a slower, more controlled pour for optimum sensorial enjoyment.
Colour strategy also played an important role in designing the Luxury Redefined range. Showcasing the two new liquids’ origins in the renowned Islay-based distillery, Thirst applied a rich colour palette to the outer wraps. Jewel-like tones add a sense of prestige while retaining a nod to Bruichladdich’s distinctive original aqua blue branding.
Never just a number
In whisky, age is often seen as the headline act. As with everything Bruichladdich does, the stories of these whiskies run deeper than a number. They convey a place, a people, a philosophy and a passage of time distilled into two digits.
“The Bruichladdich Eighteen and The Bruichladdich Thirty are incredibly special whiskies for Bruichladdich Distillery, which embody two pivotal moments in our history. The packaging had to reflect such exceptional liquid, and Thirst has helped us create something extraordinary – talking to both the past and the future of Bruichladdich,” Brown adds.
“For us, luxury starts in the way we make our single malt Scotch whisky. The quality of our spirit lies in our commitment to the land and the farmers we partner with, the slow distillation through our narrow-necked stills, the variety of quality casks maturing exclusively in our Islay warehouses, and every one of our single malts being distilled, matured, and bottled on the island. For me, our bespoke Luxury Redefined packaging is the definition of these values and Thirst has provided a solution which proves innovative, sustainable design can be both meaningful and beautiful.”