PACKAGING SUSTAINABILITY IN THE WORLD OF LUXURY MIKE ROSE
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PACKAGING SUSTAINABILITY
IN THE WORLD OF LUXURY
MIKE ROSE
SUSTAINABLE
PACKAGING IN THE
WORLD OF
LUXURY
• Is this a contradiction in terms?
• Can a whisky brand really claim to exist in
the world of luxury?
• What is sustainability anyway?
• What challenges do we face and how do we
respond?
SUSTAINABLE PACKAGING
SUSTAINABILITY
Definition:
‘’the avoidance of the depletion of natural resources in order to maintain an ecological balance’’
Waste Prevention
• Reduction
• Re-use
• Recycle
• Recovery
YEAR 2009:
Blended Scotch whisky exports
94.5 million cases
Single Malt Scotch whisky exports
7.1 million cases
OUR COMMITMENTS (BY 2020)
• We will reduce by 10% the average unit weight of our product packaging materials
• We will ensure that 40% of our product packaging will be made from recycled materials
• All of our product packaging will be reusable or recyclable
• We will send no packaging from our packaging operations to land fill
HOW HAS THE INDUSTRY EVOLVED?
• Blended Scotch whisky exports 92.6 million cases- Down by 1.7% since 2009
• Single Malt Scotch whisky exports 13.7 million cases
- Up by 91.5% since 2009
WHERE IS THE INDUSTRY NOW?
Year 2018
• Primary energy use ✓
• CO2 emissions ✓
• Use of fossil fuels ✓
• Water use ✓
• Environmental management ✓
WHERE IS THE INDUSTRY NOW?
Year 2018
• Primary energy use ✓
• CO2 emissions ✓
• Use of fossil fuels ✓
• Water use ✓
• Environmental management ✓
AND PACKAGING?
PREMIUMISATION
THE WORLD
OF LUXURY
LUXURY
Definition:
• A condition or situation of great comfort, ease and wealth
• Something that is expensive and not necessary
• Something which is helpful or welcome and which is not usually
available
MULBERRY
Mulberry Bayswater Heritage handbag
MULBERRY
Mulberry Bayswater Heritage handbag
£1,095
MARKS AND
SPENCER
Tote bag
MARKS AND
SPENCER
Tote bag
£39.50
• Desirability
• Craftsmanship
• Rarity
• Quality
• Brand association
THE WORLD OF LUXURY
• Desirability
• Craftsmanship
• Rarity
• Quality
• Brand association
Is there such a thing as ‘affordable luxury’?
THE WORLD OF LUXURY
AFFORDABLE LUXURY?
AFFORDABLE LUXURY
CAN A WHISKY REALLY EXIST IN THE WORLD OF LUXURY BRANDS?
• Macallan prior to 2004 • Macallan after 2004
- the worlds most precious spirit?
THE M DECANTER
MACALLAN ESTATE
COLLABORATIONS
Masters of Photography 5
Mario Testino
MACALLAN MAGNUM EDITION
COLLECTIBLE LUXURY
COLLECTIBLE AND RARE
Macallan Golden Age of
Travel
CAN A WHISKY EXIST IN THE WORLD OF LUXURY BRANDS?
CAN A WHISKY EXIST IN THE WORLD OF LUXURY BRANDS?
The MACALLAN:
THE WORLDS
MOST PRECIOUS
SPIRIT
A single bottle of The Macallan
1926 Fine & Rare Collection, 60
Years Old, known as the "holy
grail" of whisky, has sold for a
record £1.5 million at auction
BEING RESPONSIBLE CITIZENS OF THE WORLD
ALL luxury goods have an element of unnecessary, or non-sustainable packaging to support their luxury
positioning, including The Macallan
BEING RESPONSIBLE CITIZENS OF THE WORLD
BEING RESPONSIBLE CITIZENS OF THE WORLD
MACALLAN ESTATE
•
•By grouping commitment areas together into pillars, we create simple themes from which to
build content and demonstrate progress, both specific and relevant to The Macallan Brand
•Four Pillars of Sustainability
•RESPONSIBLE PRODUCTION
•POSITIVE SOCIETY &
COMMUNITY SPIRIT •NURTURED & INSPIRED BY NATURE
•SUSTAINABLE SUPPLIERS
•Communicating a brand led consumption message
locally and globally.
•Engaging positively and meaningfully with our local
community
•Driving energy efficiencies, de-carbonisation,
commitment to non-fossil fuels, eradicating waste to landfill and excellent
protection of water.
•Managing the life-cycle of wood to excellent
standards from acorn to cask, full traceability of
malt supply and sourcing packaging locally,
always with suppliers
with ethics and principles
•Investing in biodiversity on the Easter Elchies Estate
from woodland to the
River Spey.
•Our interactions with farming, water and forests are vital to our distillation process & a strong symbol
of our connection
•5
MACALLAN DISTILLERY
BEING RESPONSIBLE
CITIZENS OF THE
WORLD
Can we:
• Protect local skills and historic trade partnerships
• Source as close to home as is practical
• Develop sustainable packaging solutions
• Convey the brand’s key values of quiet luxury, style
and modernity
• Align the brand with its consumers’ ideals of
sustainability and philanthropy
SCOTLAND FIRST
The Macallan is proud to be Scottish and
obsessed in using the highest quality of materials
and skills to promote necessary excellence and
quiet Scottish luxury.
If the required skills and materials can be found
locally they should be sourced locally to support
and develop specialist crafts at home and to
champion locally society and commerce.
There is a desire to re-establish historic trade
links in Speyside that were once so important to
the local community, including The Macallan.Cost is important but should never be the primary
driving factor ahead of quality, provenance and
sustainability in supplier selection.
LOCAL MASTER CRAFTSMEN
In Speyside there are master craftsmen holding
long established ties to The Macallan from a
master saddler in Aberlour to a woollen mill in
Knockando.
We also work with master woodworkers and
producers of the highest quality leather goods
locally, here in Scotland.
GLASSTORMSUMMARY PROFILE
All works made at the GLASSTORM studio are of the very highest quality of
craftsmanship and have true Scottish Provenance.
• One of Britain’s most exciting and vibrant hot glass studios.
• Experts and pioneers in the niche field of luxury glass products.
• Established in 2005 by two highly acclaimed glass artists/designers.
• Elements of design and decoration can be bespoke to each piece.
HISTORIC LINK OR MODERN FIT WITH MACALLAN
New company with highest quality craftsmanship capable of bespoking.
LOCATION
Tain - SCOTTISH
Glasstorm, Tain
All works made at the GLASSTORM studio are of the very highest quality of craftsmanship and have true
Scottish Provenance.
• One of Britain’s most exciting and vibrant hot glass studios.
• Experts and pioneers in the niche field of luxury glass products.
• Established in 2005 by two highly acclaimed glass artists/designers.
• Located in Tain.
• Elements of design and decoration can be bespoke to each piece.
INNOVATION
PAPER BOTTLES
• Pulp Exoskeleton
• Wheat straw, bamboo, husks, sugar cane
• Content barrier
• Goal is 100% bio-degradable layer
• Compostable
• Goal is 100%
BEING RESPONSIBLE CITIZENS OF THE WORLD
BEING RESPONSIBLE CITIZENS OF THE
WORLD
• 28,000 coffee cups every month!
• What can we do?
• 18.8 kilos full case
SUSTAINABILITY IN PACKAGING
• 18.8 kilos full case
• Outer case 270 grams
• 72% recycled material
• 100% recyclable
• No tape. No staples
• Fully FSC accredited
SUSTAINABILITY IN PACKAGING
RECYCLABILITY
Use of metpol
FSC ACCREDITATION
SUSTAINABLE AND RECYCLABLE
RECYCLABILITY
Recyclability
• 100% pulp and paper board
• 100% recyclable
• Minimal design changes
PLASTIC: THE GREAT EVIL
• Use of bioplastics e.g. PLA• De-forestation• Mixed recycling• Poor bio-degrability• Performance• Cost
THE MACALLAN CLOSURE
• x
HIGHLAND PARK TORQ
• Polythene bags
• Bio-polymer bags
• Corn starch
• PLA
• PBAT
• Home compostable
PLASTIC BAGS
THE WORLD OF RETAIL IS
CHANGING QUICKLY
• Direct to consumer
• Safety and security in transit
• Efficient delivery
• ‘Un boxing’ experience
• The ‘wow’ factor
• Deliver the unexpected
• Minimise waste
DIRECT TO CONSUMER PACKAGING
Practical and effective
DIRECT TO CONSUMER PACKAGING
The POD
Cool, and
Re-usable
DIRECT TO CONSUMER PACKAGING
Guardian pack
Good branding opportunities
Fully recyclable
Re-usable
DIRECT TO CONSUMER PACKAGING
SUSTAINABLE
PACKAGING IN THE
WORLD OF LUXURY
• Is this a contradiction in terms?
• Can a whisky brand really claim to
exist in the world of luxury?
• What is sustainability anyway?
• What challenges do we face and
how do we respond?
SUSTAINABLE PACKAGING IN
THE WORLD OF LUXURY
• Reduce, re-use, recycle, recover
• Limited editions / ultra prestige
• 98% of our packaging is 100% recyclable
• Focus on sourcing close to home
• Focus on the 2%: innovate
• Focus on materials from renewable sources
• Work in partnership with suppliers: they have great ideas, too.
There is a good story to tell!
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