Bruichladdich Distillery Co.

Services

Strategy
Packaging
Sustainability

Redefining Luxury. Redefining Age.

We set out to redefine what luxury looks like in whisky. In a category obsessed with age, weight and excess, we saw an opportunity to do something radically different, something that aligned with the values and future-facing mindset of Bruichladdich. Our ambition was clear: rewrite the codes of prestige and reimagine what true luxury could mean for a new generation of drinkers.

The result is Luxury Redefined, a bold new chapter that rethinks the role of age, elevates design through restraint and champions sustainability without compromise. A category-shifting launch that has won some of the industry’s highest accolades, including awards from D&AD, Pentawards, PLD, Global Drinks Intel ESG, FAB, Dieline and the Paper Industry Awards.

In whisky, age is often the story. But for Bruichladdich, age is just the beginning, a number that reflects a place, a people and a philosophy. We set out to tell that deeper story through design.

We evolved The Classic Laddie’s iconic pack into a proprietary decanter-style bottle, crafted for elegance and intention. Lighter than its prestige peers and made with an average of 60 percent recycled glass, it blends sustainability with refined sensory experience. A taller silhouette and elongated neck improve the pour, while a glass closure enhances the overall feel of quality.

For the outer, we partnered with James Cropper to create the first ever Colourform secondary pack in spirits. Made entirely without plastic or glue and powered by 100 percent green energy, the result is a bespoke wrap that speaks to modern luxury, lightweight, low impact and beautifully crafted, with embossed detailing and a custom clasp that signals confidence.

Luxury Redefined is a bold statement of intent. Less status symbol, more symbol of values. A whisky that proves doing what’s right can look, and feel, exceptional.