06/04/2026
For many years, Midleton Very Rare was housed in a wooden case that had become inseparable from the brand’s ritual, presence, and prestige.
In 2023, GPA Global was invited to reimagine this familiar structure in line with Pernod Ricard’s sustainability guidelines, creating a paper-based pack that preserved its elegance while eliminating wood, plastics, and a number of non-recyclable elements.
The result was 50% lighter, with significant reductions in fossil fuel use, water consumption, and emissions, earning a Silver at the Pentawards in the Sustainable Design, Luxury Goods category.
The evolution did not stop there.
To fully align with Pernod Ricard’s 2025 Sustainability & Responsibility guidelines, GPA Global developed the next generation of the pack: magnet-free, 100% paper-based, and fully recyclable, while still preserving the iconic double-door format and the familiar on-shelf presence of Midleton Very Rare.