James Cropper has partnered with Maison Ruinart champagne, and Pusterla 1880 once again to launch a second game-changing packaging innovation for the luxury drinks market. Inspired by the Ruinart Second Skin case, the new chalk wrap reveals a fresh facet of innovation to encase the champagne brand’s prestigious Dom Ruinart bottles.

In 2020, Maison Ruinart revolutionised the champagne market with its Second Skin packaging – the industry’s first eco-friendly packaging perfectly moulded to the shape of the bottle. The new elegant case for Dom Ruinart, again offers a new standard for conscious champagne gifting, and has won the prestigious accolade for Sustainable Innovation for Premium Drinks at Paris Packaging Week 2023.

Made from a single material, the moulded fibre wrap is formed using water, heat and pressure creating a truly unique and striking case. The eco-designed packaging uses zero plastic and is 100% recyclable with paper. The chalk wrap is also produced using 100% green energy derived from the papermill’s on-site generated solar power.

Velvety soft to touch, the chalk wrap transforms the champagne bottle into a sculptural object. The gentle reliefs and crevices crisscross as if carved directly into chalky rock. The design evokes the unbreakable link between Dom Ruinart and the soft, white, mineral – born from growing the vine on chalky soil and the vintage ageing in chalk cellars. The wrap’s finishing touch is a hand-applied gold marking and a discreetly engraved 1729 on the fastening button, which proclaims the heritage of Maison Ruinart.

The chalk wrap casing is 11 times lighter than the gift box previously used for the Dom Ruinart range, and over nine tonnes of paper is saved, compared to the old gift box. The new design has also reduced the brand’s carbon emission by 62%.

James Cropper’s partnership with Maison Ruinart, the very first champagne house founded 290 years ago, has been a long-term project focused on reimagining packaging for several of the brand’s champagnes. The Dom Ruinart range, named for the spiritual father of the house, represents the prestige cuvées of the house.

James Cropper’s technical expertise, close collaboration with the brand, and understanding of the luxury drinks market saw the chalk wrap progress from concept to product in a matter of months.

The new chalk wrap casing was unveiled at Change Now in Paris, the world’s largest event for the planet, and replaces Maison Ruinart’s existing gift boxes for the Dom Ruinart 2010 Blanc de Blancs cuvées.