# 68 - Tim Etherington-Judge from Avallen Spirits

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2021-08-04
- Length: 44m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits
- Listen: https://encase.substack.com/p/68-tim-etherington-judge-from-avallen-76a

## Summary

Tim Etherington-Judge, co-founder of Avallen Spirits, explains how the company built the world's most planet-positive spirits brand by starting with first-principles thinking on raw materials, selecting apples for their low environmental impact to produce Calvados. He details specific packaging innovations, including using the lightest possible glass bottle to reduce shipping weight and carbon, and creating a label from apple pulp waste. The discussion covers the strategic decision to orient the brand name vertically on the label to maximize visibility without using energy-intensive metallic foils, and the removal of plastic shrink wraps in favor of paper seals.

## Chapters

- [0:02](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=2) Introduction and Guest Background
- [6:24](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=384) From Hip Hop Promotion to Spirits Industry
- [14:50](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=890) Founding Avallen and First-Principles Material Selection
- [21:54](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=1314) Packaging Strategy: Lightest Glass Bottle
- [30:44](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=1844) Label Design: Vertical Text and Apple Pulp
- [37:13](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-08-04-68-tim-etherington-judge-from-avallen-spirits#t=2233) Sustainable Details and Global Distribution

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Avallen Spirits (company)
- Diageo (company)
- Calvados (product)
- Whiskey Exchange (company)

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## Citing this page

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