V-Rum Launches UK’s First 100% Recycled Glass Rum Bottle

First British Rum in Vista by Verallia

We’re proud to celebrate a spirits industry first. Hampshire-based V Rum has become the first British rum brand to package its entire range in 100% recycled glass. 

V Rum is the latest brand to fully embrace Vista by Verallia, representing a milestone for British spirits. Category firsts often face resistance born from uncertainty: will quality suffer? Will consumers respond? Will bespoke designs remain possible? 

V Rum’s pentagon bottle answers these questions definitively. Bespoke design capabilities remain fully accessible. Premium quality is maintained without compromise. Brand equity strengthens rather than weakens. Vista by Verallia is a solution that is truly premium, sustainable and future proofed through 100% recycled glass. 

For brands ready to transform their packaging story, the question becomes: if not now, when?

 

V-Rums Complete Commitment to Sustainability 

V Rum demonstrates something important: 100% post-consumer recycled glass isn’t experimental. It’s strategic, proven, and commercially smart. 

V Rum’s bottle choice gains credibility from the distillery’s comprehensive approach to sustainability. Their Hampshire facility operates on 100% renewable green energy from Ecotricity, harvests rainwater on-site for production, and employs advanced heat recovery systems that capture distillation heat to warm subsequent batches. Even their labels are made from 95% sugarcane waste and 5% hemp. 

Their journey demonstrates authentic commitment to redefining what it means to be a modern distillery, setting new standards for sustainability in the spirits industry. The 100% recycled glass bottle serves as a visible symbol of the values embedded throughout every aspect of their operations. Environmental responsibility is integrated, intentional, and consistently executed.

Why Premium Spirit Brands Choose Sustainable Glass Bottles

V Rum’s journey with 100% recycled glass demonstrates a growing trend among forward-thinking spirit brands: packaging choices that reflect brand values are actively strengthening brand equity. 

“Our mission has always been to create a truly exceptional British rum, but to do it the right way,” says Carl Churchill, CEO & Founder of V Rum. “Working with Verallia has allowed us to take a major step forward in our sustainability journey. This new bottle doesn’t just look beautiful. It represents progress, responsibility, and innovation at the heart of our brand.” 

For premium spirits, packaging is not just about appearance. It is a strategic decision that influences brand perception, consumer loyalty, and commercial performance. Choosing bottles made from 100% post-consumer recycled glass signals a commitment to sustainability. A choice that helps reduce carbon emissions, lowers energy consumption, and eliminates the need for virgin materials. 

The Consumer Response Is Clear:

(Nielsen Global Packaging Survey, 2023) 

• 42% increase in purchase intent with eco-friendly packaging 

• 30% boost in loyalty with reusable/refillable formats 

In a market where 73% of global consumers are actively changing habits to reduce environmental impact, this isn’t just good for the planet. It’s good for business. 

 

Vista by Verallia: The First 100% Recycled Glass Bottles made in the UK

Vista by Verallia stands as the UK’s first and only 100% post-consumer recycled glass, produced entirely on British soil. 

For spirit brands, this is a game-changing opportunity to localise supply chains, reduce carbon emissions, and cut costs, without sacrificing the premium quality or bespoke design consumers expect. 

As V Rum and a handful of other early adapters including York Gin, Talisker and Ardara Whiskey, Vista isn’t just a sustainable choice. It’s a smart, strategic one. The path to a more responsible future is clear.  

Will your brand be next?

Contact Verallia today to explore Vista and join the movement toward sustainable spirits packaging.