Greenall’s, The Original London Dry Gin, has launched in a paper bottle format.
The new bottle (70cl, RSP £15.50) is available now for customers across all channels to order.
The launch marks a significant step in the brand’s journey to reduce its carbon emissions to net zero and is part of its new Greener Greenall’s campaign.
Made from 94% recycled paperboard with a food-grade pouch to contain the gin, the paper bottle is five times lighter than a normal glass bottle, with a carbon footprint six times lower and a water footprint four times lower. The bottle is also fully recyclable, with the outer paper casing and cap recycled kerbside and the soft plastic liner at supermarkets and recycling centres.
As part of the Greener Greenall’s campaign, the brand is teaming up with climate action organisation, Ecologi, so that for every bottle purchased in the off-trade, a tree will be planted in an area of the world that badly needs some foliage.
Russell Smith, Global Brand Lead for Greenall’s, commented: “With climate change a continued growing threat, we recognise that we need to do our best to reduce our environmental footprint. This new paper bottle and partnership with Ecologi marks a significant step in Greenall’s sustainability journey. We know there is much more we need to do, so we are creating a roadmap for the brand that will lead us to reduce our carbon emissions to net zero.”