Warwickshire based brewer Purity Brewing Company today announced their recent move away from reliance on conventional plastic labels which currently saturates the craft beer market in favour of a new sustainable wood-based alternative.
A company dedicated to making a difference, Purity was founded in 2005 by good friends Paul Halsey and James Minkin who set about to build a brewing business with sustainability at the heart of everything they do and has since been brewing with the same PURE ECO ethos ‘crafted with a conscience’ for the past 17 years.
Based on a working farm in the heart of the beautiful Warwickshire countryside, Purity is inspired daily by their local environment and has continually strived to be at the forefront of the sustainable brewing movement. Not only are the brewery practices designed to be environmentally friendly they are, where possible, environmentally enriching, as is the case with its unique wetland system, where any waste water is filtered through a series of pools and vegetation and returned clean to the river Avon.
At the peak of the pandemic Purity picked up Green Business of the Year at the 2020 SIBA Business Awards, inspired by the win and not wishing to rest on their laurels Purity set about on a new project. To redesign their labels to not only create impact and disruption at point of purchase but to do it in a way that was sustainable alternative to their current plastic based labels.
Head of Marketing Paul Brazier commented ‘As a business we’re constantly striving to make difference in the market. At the top of our agenda is working with our suppliers and like-minded partners to find new and alternative ways of working to ensure sustainability stays at the forefront of what we do. Having been recently introduced by Eclipse Labels to a new renewable and sustainable alternative to our existing labels this felt like the right project to championing.’
Applied across their packaged range Purity was first introduced to UPM Raflatac’s Forest Film material by a leading UK label printer Eclipse Labels and was instantly charmed by its sustainability aspects. Forest Film is a 100% renewable alternative to plastics, using UPM BioVerno naphtha, a 100% wood-based solution. It replaces traditional fossil-based options whilst being identical in quality and performance. The ISCC certified plastic film is produced by using sustainable resources to replace an equivalent amount of fossil resources in the production process.
Now fully launched into the market across both their bottle and can portfolio including their recently released Point Five Low Alc Pale, Purity are taking the next step of their sustainable journey with environmental strategic and planning partner NET ZERO NOW –Assisting with the measurement of their carbon footprint NET ZERO NOW will help Purity develop new initiatives to feed into a recently formed employee Sustainability Forum driving the sustainability agenda forward to a Net Zero Carbon Emissions target for the future.
Paul Halsey, Purity CEO and co-founder commented on the recent move “We are incredibly proud of our Pure Eco values. Ever since our inception in 2005 and those initial discussions with Jim (my business partner) we always wanted to create a business that had strong ethical and sustainable beliefs. The new labels are another step in the right direction for the business.” He added “I’m looking forward to seeing the next step of our PURE ECO journey (with NET ZERO NOW), to see these values play such an important role in the business today, is something we’re all incredibly proud of.”
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Notes to editors
About Purity Brewing Co.
Purity Brewing Co. is a company dedicated to making a difference. In its award-winning products: Mad Goose, Pure Gold, Pure UBU, Longhorn IPA, Lawless Lager, Bunny Hop, Session IPA, Kveik NEIPA, Organic Pure Helles, Fixie Hybrid Coffee Stout & Low ABV Purity Point Five – Purity demands premium quality and uniqueness. In service, Purity offers distinction, approachability and integrity.
Central to the brewer is a strong commitment to supporting the environment. Purity only uses natural ingredients; supports recycling programs and respects the local community & environment. Waste products are recycled through its unique wetland system. This sustainable eco-system helps minimizes carbon dioxide emissions, reduces energy consumption and encourages wildlife diversity.
For more about Purity Brewing Company, visit www.puritybrewing.com
Press release from Purity Brewing Co.
For more information or any questions please contact Alex Cosgrove or Paul Brazier at Press@PurityBrewing.com