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Matthias Vollherbst

Industry

NACHHALTIGER LUXUS
LUXE PACK MONACO

12. November 2024

In October, the world’s leading manufacturers of luxury labels and packaging met in Monaco for the annual LUXE PACK – the leading trade fair for creative packaging. It was also a fitting moment to take a closer look at sustainable luxury, and at how packaging is adapting to this much-needed movement.

Sustainability has been deeply anchored in Vollherbst’s corporate ethos for more than a century. It is therefore encouraging that this topic is highlighted at international trade fairs such as LUXE PACK in Monaco. Creative innovations are regarded here as true sources of inspiration for brands that wish to stand out in a competitive environment in terms of design, sustainability or digitality. Our insights and learnings on the topic of ‘sustainable luxury’ are exciting, as is observing how the entire industry is adapting to this market movement.

Lessons from LUXE PACK

#1: ESTABLISHED LUXURY BRANDS RECOGNISE THE NEED FOR SUSTAINABILITY

Éric Vallat, CEO of Rémy Cointreau, highlighted precisely this in his conference address at LUXE PACK. Consumers have legitimate expectations of brands, and how packaging adapts to those expectations is an essential part of the subject, Vallat said. Noémie Bauer, Global CSR Manager at Pernod-Ricard, likewise highlighted the group’s commitment to sustainable packaging and described how the brand had succeeded in reducing its carbon dioxide emissions by rethinking alternative packaging materials and using them innovatively.

#2: SUSTAINABILITY IS NOT BORING

Theresa Morand, Head of Marketing & Business Development at Vollherbst, said that LUXE PACK and the accompanying Make a Mark project left an inspiring impression: “Responsibility for sustainable action lies with all brands; the Make a Mark initiative made clear that creativity can be a catalyst for sustainability.”

For the second time already, Make a Mark – an international design & Innovationsprojekt – packaging design agencies worldwide were invited to create inspiring projects, bringing creativity and sustainability together for the wine and spirits industry. Taking part in this year’s Make a Mark project gave us the opportunity to combine our passion for sustainable labels and packaging with the design of agency Zweischneider. We were inspired by Zweischneider’s pioneering work and confirmed in our conviction that everything is stronger when it is multiplied as a network of like-minded minds. Indeed, we believe the only path to a sustainable future is to commit together.

#3: QUALITY IS STILL NON-NEGOTIABLE

The most important insight from LUXE PACK is that luxury and sustainability do not have to be separated. These two priorities can exist together, and their combination can be truly remarkable design – in which anything is possible! This is extremely important, because in the world of packaging quality is not negotiable. Because the rise of ultra-premium brands and the packaging that goes with them continues – say the experts Ivan Bell, CEO of Stranger and Stranger, Etienne Gruyez, CEO of Stoezle Masnieres, Olivier Gaugey, Perfume Development and Operations Senior Director at Bulgari and François Tassart, CEO of Albea Cosmetics & Fragrance. Interestingly, all those involved emphasised how important it is to incorporate sustainable aspects even in ultra-premium designs. The message was clear: sustainability and luxury do not have to be separated.
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