For ten years, Ruinart has implemented a global practice of eco-design. An EPI measures the impact of the Maison’s projects, including packaging as service and visibility tools.
In a webinar on July 21st, Maison Ruinart unveiled its recyclable ‘second skin’ bottle case, emphasizing the Maison’s commitment to providing a responsible vision of the art de Vivre. Composed of 100% natural wood fibers, the second skin case extolls a return to nature and the natural.
In 2015, the same year in which Ruinart removed all plastic wrapping, the Maison launched a 50g lighter gift box that saved 200 tons of paper. With the sustainable gift box came the approach to reinvent the perception of luxury, turning sustainable development into a source of innovation: a driving force for creativity.
In 2020, Ruinart pushes its environmental approach further – with the eco-designed casing that marries the silhouette of the Maison’s signature bottle.
The ‘second skin’ case is the result of two years of dialogue between Maison Ruinart’s teams and its manufacturing partners, Pusterla 1880 and James Cropper is a case, ensuring 60 % reduction in the carbon footprint compared to the previous generation of gift boxes. Its packaging is produced according to the Bilan Environmental des Emballages and Agence de l’environnement et de la maîtrise de l’énergie methodology.
By revolutionizing the packaging, Maison Ruinart puts its leadership role in the service of sustainable development.
«Climate change is happening. The Champagne terroir is the source of our wines’ excellence: we have a responsibility to protect and preserve this natural environment», states Violaine Basse, Director of Marketing and Communication, Maison Ruinart. Climate. «We wanted to go as far as possible to lessen our environmental imprint, thus challenging finishings, aesthetics, and uses».
The effort during the research and development process of the case focussed on discovering a material, impenetrable to light – which might risk altering of the wine – and assured the wine up until tasting, while being antagonistic to service uses without decaying. The case would have to adapt to refrigerated conservation and maintain its integrity when stored in a bucket of ice — leading to the cellulose fibers, or pulped paper, solving the technological challenges.
«Paper alone was not sufficient protection to filter out all the light waves. A technique was developed to enrich the cellulose mix with a metallic oxide, which reinforced the opacity by adding a protective layer».
Imprinted with the Maison’s monogram, the paper’s closure system fuses discretion with intuition. The paper «matte and silky» protects the wine from light and resists the effects of dampness. Its absence of edges and raw aesthetic is obtained through high-pressure waterjet cutting. «The second skin case is molded to the contours of the bottle in three dimensions, hugging its curves. The molds were dipped in baths of a liquid cellulose mix, then pressed to bring the fibers together and form a three-dimensional white paper case. The result is obtained without the use of plastic or glue. As it seals up, the monobloc fits itself to the form of the bottle and is endowed with finishings, referential to the Ruinart heritage. It reinterprets the gestures of gastronomic establishments – inspired by how maîtres d’ hôtels wrap a white serviette around bottles of champagne».
All packaging materials utilized are from France (87%) or Western Europe (12%). Cardboard packaging and wooden boxes—as well as a wood fiber were used to make the second skin case—are all sourced sustainably (eco-managed forests, certified FSC or PEFC).
By dreaming up the second skin case, the Maison introduced a sustainable alternative to the industry and heightened consciousness. Ruinart intends to inaugurate a dialogue with the broader public and help both industry behavior and consumer behavior evolves.