Denmaur Independent Papers, one of the UK's leading independent paper merchant groups, recently held the launch of the new Amadeus Recycled range at one of London's oldest and most prestigious wine merchants, Berry Bros and Rudd opposite St James's Palace on 22 July.

Guests were greeted from 6.30pm in the wine shop, funnily enough with some refreshments, which included samplings of Italy's finest red wine, Sassicaia, specially selected for the occasion.

The launch party was a partnership event between Denmaur Independent Papers and its long standing supplier, Italian paper manufacturer Burgo Group, producers of the new Amadeus Recycled range.

Denmaur Managing Director Mike Gee welcomed all guests, including overseas partners, members of the press and Martyn Eustace from the Two Sides campaign.

In his opening speech to celebrate the launch, Mike said, "This exciting opportunity has come about due to the increasing consolidation of larger groups in our industry, and their rationalisation of the suppliers and products they deal with. Sometimes, in my opinion, without enough consideration being given to the long-term relationships in place and the quality of the products on offer."

"The Burgo Group, with its long history of papermaking and some 35 years experience in recycled paper production, has become a first class partner to Denmaur, a relationship which extends back over more than 25 years," said Mike.

He continued, "Our long established Amadeus brand has already been very successful and as an extension of our relationship with Burgo we are now able to add a portfolio of excellent quality recycled products. These products will be available with different recycled percentages from 25% to 100% and in different finishes, from Gloss and Silk to Matt Triple Coated."

The new Recycled range will be available in the following stock elements; 50% Gloss – 115-300gsm plus CutStar reels, 50% Silk – 115-350gsm, 75% Matt – 115-150gsm, 100% Silk – 115-300gsm and 100% Offset 80-150gsm plus reels. Some items will be held in UK stock for immediate delivery and others supplied as indent. Amadeus Recycled is part of Denmaur's Best of Both Worlds range and has high environmental attributes which include elemental chlorine bleached process (ECF), Forest Stewardship Council (FSC) chain of custody and ISO 14001 for manufacturing.

Mike pointed out that Denmaur were indeed one of the first UK paper merchants to gain environmental credentials in the paper industry, and the company continuously seeks to promote and sell environmentally friendly and recycled products.  "As well as the coated product range we are also launching new uncoated products, which include both 50/50 and 100% recycled offset, further adding to the Amadeus offering."

Whilst Denmaur's roots are publishing papers based, Mike revealed that Denmaur has over the last two to three years expanded its activities gaining many new corporate, government and end-user clients. "We believe that this project along with our partnering mills, will significantly further our expansion in these areas," he stated.

"We realise as do most of us that the current economic conditions are not without their challenges, but Denmaur believe that papers with sound environmental credentials must form an important part of a sustainable future. Denmaur will as always try to deliver these products in a competitively priced manner to the markets we serve."

Burgo UK Managing Director Jeremy Martin said the launch of Amadeus Recycled was a "Major step" in the long-term relationship between the two groups. He said although the sector had changed in terms of distribution, the UK market was still one of the largest in Europe for recycled products.  He said Amadeus Recycled was, "A huge leap forward" in terms of products for the recycled papers market, and one that should fit every demand.

Mike concluded by stating that Italy not only has a fine history of papermaking, which he said was second to none in Europe, but is also famed for its fine wine and food production.  The assembled guests then enjoyed the range of Italian fine wines on offer with an organised wine tasting, together with some Italian styled canapés.

A more comprehensive version of the Amadeus Recycled range swatch will be produced in time for the arrival of the new Amadeus Recycled stock in August/September. The swatch will also be available to view on Denmaur's website, together with the technical specifications for Amadeus Recycled.

Denmaur Independent Papers Marketing Director, Peter Somerville said that, "With the major competitor products of fully coated recycled now all coming from a single manufacturing source, the launch of the new Recycled range gives Denmaur Independent the opportunity of continuing the company tradition of providing choice to the market and our customers."

The guests then departed into the London evening each with a generous goodie bag, courtesy of both Denmaur and Burgo.