From green to green – Future Proofing the World’s Oldest Licenced Distillery

McLaren Packaging collaborated with Bushmills, the oldest licensed distillery, to transfer its entire range of presentation boxes for its World Wood Series to recyclable materials. Moving away from components like non recyclable plastics and magnets, McLaren aimed to set a new standard in luxury packaging. The brief was to maintain the premium aesthetics, and secure bottle housing. Navigating challenges such as finding a foam replacement and removing the magnet closure, McLaren devised an environmentally friendly solution which is fully recyclable and reduced the carbon footprint of the packaging by 18%.

While foam acts as a shock absorber, the real challenge lay in perfecting a replacement cardboard insert for the complex bottle design, requiring intricate shaping and adjustments by the skilled workforce on the production line. This process resulted in a snug cardboard insert which fulfilled the requirement to keep the bottle safe and secure, and which could withstand the bottle being removed and reinserted many times as the product is enjoyed over many years.

The second major technical challenge involved replacing the magnetic closing mechanism for the lid. Initial prototypes featured a piece of card which created a gap for the lid to slot into. However, this solution fell short of the premium standard required. To address this, an additional step was introduced, incorporating hand-turning in the production process. Adjustments to machines were made to create the friction fit, with the closure part discreetly concealed.

The design, with its eye-catching printed, foiled, and embossed elements, distinguished itself among peers in the market. The meticulous monitoring through various processes, especially given Bushmills' green and foil branding, ensured the brand objectives were achieved despite the inherent complexities of rigid boxes and recycled card.

Not only did this solution meet technical and environmental goals, but also proved financially viable, yielding praise from Bushmills and consumers. By addressing sustainability concerns, McLaren positioned itself as a leader in eco-friendly packaging design. The project was achieved with a quick turnaround from design to production within four months, setting a new industry standard.

This design, without foam and magnets, results in a saving of 25% – 30% of materials, while also creating a market for recycled paper near the end of its life. The pack has been certified as recyclable in a domestic recycling bin, allowing for recycling in a standard paper mill, promoting local, eco-friendly disposal practices.

McLaren will use this success to inspire other clients, and push for more sustainable solutions across the industry.