Starward Whisky has created new packaging that it says is “modern, impactful, and ground-breaking” in the whisky category. It says it has also taken steps forward in sustainability, making “conscious decisions” on all packaging elements and looking for new ways to reduce our impact on the environment.
Starward says its whisky is born out of red wine barrels, which is the inspiration for the design for the new label. The company describes the new design as “inspired by the wine-soaked staves, the starburst lines of our new label represent looking into a wine barrel that we use to mature our whisky. The label design communicates the unique story, and flavour, of each of our whiskies.
“When I founded Starward, I had big ambitions for what this brand could be. I’m excited to unveil our brand-new look that brings to life everything we stand for – modern, innovative, and delicious,” said founder David Vitale.
The aim was to grab the consumers’ attention, showcasing a new bottle, evolved wordmark, clear tasting notes, “storytelling through unique illustrations”, and vibrant eye-catching design.
Starward’s aim for the new design is “ to engage and recruit the next generation of curious drinkers by communicating the delicious flavours of our award-winning whiskies and inviting them on a journey, to take whisky somewhere new”.
Aside from the new design, the company says it has moved its glass production onshore. Visy Glass is now producing the bottles. The glass weight in the Single Malt bottles has reportedly been reduced by approximately 200g per bottle, and the company says it has moved to approximately 50 per cent recycled glass content in every 700ml bottle. The closure is described as being made from a “plant-based” material. The label is printed by CCL Labels.
Starward production director Sam Slaney said, “We’ve put into place some ambitious sustainability targets and have invested in our procedures, equipment, and infrastructure to deliver improvement. We’re extremely proud to be making strides towards those targets with our new pack, bringing our whisky to consumers with less impact on the planet.”
