There are plenty of gorgeous pieces of outer packaging in the spirits and liquor game, and they can give the brand a more premium and luxurious feel—that what you are about to drink is a thing of hand-crafted beauty.
But no matter how you square it, it’s an extra piece of packaging you don’t need. Sure, those secondary pieces often get made of paperboard or tin, and you can recycle them, but you don’t need that box when you can let the bottle stand on its own on the shelf. And, yeah, I get it as an extra layer of “fancy-ass shit” for a gift, but you’re likely going to wrap that in more paper or put it in a bottle bag with a bow.
Well, Scottish brand Port Charlotte had decided to ditch their outer packaging and let its whisky speak for itself. Working with strategic drinks design agency Thirst, Port Charlotte wanted to call attention to their leaving the tin case behind and how it would save 1.1kg of CO2 emissions per bottle.
With a bold campaign that utilizes negative space, Thirst essentially fills in the blank with Port Charlotte’s bottle, adding memorable copy that discusses the impact of the move—”less waste, no less whisky.” It’s a bold strategy and brand activation that speaks to Port Charlotte’s commitment to sustainability. Additionally, the posters and digital adverts call attention to the spirit itself and that they’re more than just what they wrap themselves in.
Ditching secondary packaging is a no-brainer for spirits and liquor brands looking to cut down on unnecessary waste. In the end, it might be easy on the eyes, but it’s better left on the cutting room floor.
