Purity Brewing Co is to move away from conventional plastic labels in favour of a new, sustainable, wood-based alternative.
Purity was founded in 2005 by friends Paul Halsey and James Minkin, who set about to build a brewing business with sustainability at the heart of everything they do.
Based on a working farm in the heart of the beautiful Warwickshire countryside, Purity is inspired daily by its 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 was named green business of the year at the 2020 SIBA Business Awards. Inspired by the win and not wishing to rest on its laurels, Purity set about a new project: to redesign its labels to not only create impact and disruption at point of purchase, but to do so in a way that was a sustainable alternative to plastic-based labels.
Head of marketing, Paul Brazier, said: “As a business, we’re constantly striving to make a 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 its packaged range, Purity was first introduced to UPM Raflatac’s Forest Film material by Eclipse 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 while being identical in quality and performance. The ISCC certified plastic film is produced using sustainable resources to replace an equivalent amount of fossil resources in the production process.
Now fully launched into the market across both its bottle and can portfolio, including its recently released Point Five Low Alc Pale, Purity is taking the next step of its sustainability journey with environmental strategic and planning partner Net Zero Now. Assisting with the measurement of its 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.
Purity co-founder and chief executive, Paul Halsey, said: “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.
“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.”
