1496 results found
    1. Midleton Very Rare

      Midleton Very Rare

      For many years, Midleton Very Rare was presented in a wooden case that had become part of the brand’s ritual, presence and prestige. The task, then, was not simply to replace one pack with another, but to move an established luxury format towards a more responsible model without losing the qualities people already associated with it. That evolution happened in stages. The first step replaced the original wooden case with a paper-based structure that preserved the familiar double-door opening and on-shelf presence while removing wood, PU badge labels, elastic, plastic vac form, EVA, non-woven elements, gloss lamination in transit and shippers, and metal hinges. Printed badges were introduced, and the new pack was 50% lighter. Life Cycle Assessment showed that this version reduced fossil fuel use by 53.34%, greenhouse gas emissions by 53.23%, and water use by 39.82% compared with the wooden pack. The next generation took that work further in order to align with Pernod Ricard’s 2025 Sustainability & Responsibility guidelines. Magnets were removed, leaving a 100% paper-based, fully recyclable pack built from grey board, white kraft paper wrapping, paper pulp fitments, and unlaminated white kraft E-flute corrugate. Although the pack is intended to have the long life of a collector’s item, it now has a much clearer end-of-life route through paper recycling. In practical terms, that matters because luxury packaging has often depended on mixed materials that communicate value on shelf but complicate disposal. This project suggests another route, where structure, restraint and careful material choices can carry the sense of luxury, while iterative LCA helps guide each step of change with evidence rather than assumption.

    2. Midleton Very Rare Irish Whiskey

      Midleton Very Rare Irish Whiskey

      FSC-certified oak, screen-printed leather and premium paper went into this luxury cabinet for Midleton Very Rare Irish Whiskey. Midleton Very Rare is a premium blended Irish whiskey that was created in 1984 by two master distillers. Often referred to as the “Pinnacle of Irish Whiskey” this special drink is aged in ex-bourbon American oak barrels, and has been bottled once a year since its first release 35 years ago. One of Midleton’s Single Pot Still Whiskeys is Barry Crockett Legacy, which was awarded Gold – Outstanding at the 2019 International Wine & Spirit Competition. Midleton Very Rare 2018 also got a Silver trophy in the Irish Whiskey category. The 2017 Vintage Release is said to have flavour notes of apricot, mango and toffee, and has been widely praised by whiskey connoisseurs. To celebrate its arrival, the GPA Luxury team were invited to manufacture a bespoke wooden storage case kitted out with premium features. The finished pack was crafted from FSC-certified oak, in a nod to the ex-bourbon barrels the whiskey is aged in. The sturdy base, which holds the bottle of Midleton Very Rare, is fronted with two wooden doors, which can be easily pulled open using a hidden finger recess at the top. Inside, the box has been lined with sumptuous FSC-certified paper from Winter & Company. The pack also features areas of screen-printed, embossed and foiled leather. A second “Ashford Castle” version of the case was manufactured that features lining paper matching the wall hangings in Ashford’s great hall.