Greenall’s, The Original London Dry Gin, is one of the first major gin brands in the UK to launch in paper bottle format, using Frugalpac’s Frugal Bottle.
The new paper bottle format (70cl) is now available for UK customers across all channels to order. The Greener Greenall’s Paper Bottle is first appearing on Sainsbury’s shelves nationwide in October. The Greener Greenall’s Paper Bottle is also launching in EMEA in the latter half of the year.
The Greener Greenall’s Paper Bottle marks a significant step in the brand’s journey to reduce its carbon emissions to net zero and is part of the brand’s new Greener Greenall’s campaign.
Made from 94% recycled paperboard with a food grade pouch to contain the gin, the paper bottle is not only five times lighter than a normal glass bottle, but its carbon footprint is six times lower and its water footprint is four times lower.
The result is a carbon footprint of 91.9kg/CO2e per bottle compared to 558.2kg/CO2e for a traditional glass bottle — a reduction of up to 84%. The new paper bottle is also fully recyclable with the outer paper casing and cap recycled curb side and the soft plastic liner at major 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 Greener Greenall’s Paper Bottle purchased in the off-trade and for every 10 Greenall’s Gin & Tonics purchased in the on-trade, one tree will be planted for every Greener Greenall’s Paper Bottle. These trees will be planted in areas of the world that are in most need.
Russell Smith, Global Brand Lead for Greenall’s, comments: “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 from Frugalpac 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.”
Linda Adams, Head of Partnerships, Ecologi, adds: “We are delighted to be partnering with Greenall’s, planting trees around the world on the brand’s behalf. Not only is the company demonstrating its long-term commitment to offsetting its emissions through this initiative, but it is also fully committed to reducing the amount it generates. By switching from a glass bottle to paper, Greenall’s plans to reduce its carbon footprint by as much as 84%. We are so pleased to be part of the sustainability journey of a company so clearly dedicated to the cause and hope other companies in the beverage industry become inspired to follow their lead.”
The move by Greenall’s follows years of climate positive action from the manufacturing team at G&J Distillers, where Greenall’s and many other Quintessential Brands gins and other spirits are produced. Today, G&J Distillers uses only renewable energy as it is powered using electricity generated solely by offshore wind farms. All materials used at the site for production of Quintessential Brand products are fully recyclable and the distillery is also proud to be a zero-landfill site.
The Greener Greenall’s Paper Bottle is available in 70cl for an RRP of £15.50.
The Greener Greenall’s Paper Bottle is being distributed by Matthew Clark in the on-trade.
The bottle is produced using state of the art technology from sustainable packaging experts, Frugalpac.