Veuve Clicquot has launched an industry first, a low-carbon, low-impact, virgin tree-free, luxury champagne box with global environmental NGO Canopy at LuxePack in Monaco. The new Ecoyellow gift box, made from 50% recycled paper and 50% hemp, is part of the brand’s work to spur packaging innovation, and is the latest advance in their commitment to Canopy’s Pack4Good initiative. Pack4Good is a solutions-driven initiative helping the world’s largest fashion, food and beverage, and beauty and care brands eliminate Ancient and Endangered Forests from their packaging supply chains enroute to building a stable supply of low-carbon and circular alternatives.
“From the farmers in and around our vineyards, to paper suppliers, packaging producers, and NGO partners, we are all united in our mission of creating an experience that marries beauty, function, luxury, and sustainability under our enduring motto: One quality, the finest,” said Iris Decamps Bret, Veuve Clicquot Global Head of Product, Collections and Innovation. “We are proud to partner with Canopy on the Pack4Good initiative, and to bring the Ecoyellow gift box to our customers.”
The hemp used in the Ecoyellow gift box is locally sourced in the region of Champagne, near the company’s vineyards. One of the strongest and most durable fibres in nature, hemp allows the Ecoyellow box to be 12% lighter than conventional champagne boxes – bringing savings in both resource use and transportation. Hemp is also one of the most efficient biomass sources in the world, storing four times more carbon than trees on an annual basis.
“The Veuve Clicquot Ecoyellow checks all the boxes – it proves that packaging can be beautiful, luxurious, on-brand, and sustainable,” said Nicole Rycroft, Executive Director of Canopy. “We are thrilled to have Veuve as part of Pack4Good and for them to lead the way for other brands in reimagining the future of luxury – one that doesn’t compromise on quality or the planet.”
As a Pack4Good partner, Veuve Clicquot is committed to ensuring Ancient and Endangered Forests aren’t part of their packaging and prioritizing the use of what Canopy calls Next Gen Solutions. Next Gen Solutions are low-impact, low-carbon alternatives to forest- based paper packaging, often using waste materials that would have been landfilled or burned, like agricultural residues. Robust LCAs that include independent third- party reviews, and biogenic carbon accounting find that, relative to virgin tree fibres, Next Gen fibres create 95% to 130% less GHG emissions, 88% to 100% less land-use impacts, and a five-times lower impact on biodiversity.
The scientific community is urging for 30–50% of the world’s forests to be conserved and/or restored by 2030 to address the climate and biodiversity crises. Despite this, every year, over three billion trees are cut down for paper packaging, including many from the world’s oldest, most carbon and biodiversity-rich forests.
The Veuve Clicquot Ecoyellow gift box can be found in stores now.
Canopy’s Pack4Good initiative is now 342 brands strong, read more about it here.
