Demanding consumers are seeking packaging alternatives that are more environmentally friendly and in synch with their lifestyle. Wine sold in glass bottles is a poor fit. Alternatives are competing in the marketplace with even more innovative solutions on the horizon.
Although glass is recyclable, it fails in both its high energy production and cost of shipping. Glass is heavy and the shape of wine bottles is inefficient for packing. The weight and volume impacts the number of shipping containers required for transportation. Bag-in-box, aluminum cans, aseptic cartons and PET plastic are all better alternatives. Let’s consider each.
Bag-in-box
Bag-in-box packaging has been around for many years. It’s primary advantage is convenience. Though they vary in size, boxes hold significantly more wine than their glass counterparts. The wine can also remain fresher, longer because the spigot doesn’t allow air to impact the wine after opening. The box and bladder are usually recyclable.
Aluminum Cans
Wines sold in cans are having their moment right now. Perhaps gaining acceptance alongside new categories like seltzers and pre-mixed cocktails that are also sold in cans. Besides, beer has been sold in cans for decades. Why not wine? Especially for younger consumers. Cans travel well, chill quickly, don’t break and add the convenience of single servings. Even product quality is improving. Plus, aluminum has one of the highest rates of recycling.
Aseptic Cartons
Cartons such as TetraPaks aren’t new in wine packaging but may have already reached peak acceptance. As I recall, the war on glass began about 15 years ago. There was a push from some retailers to introduce glass alternatives on their shelves. I designed cartons for an Italian producer that had an early degree of success. The category soon reached a saturation point and only a few top sellers remain in the market.
Cartons offer some of the same advantages as boxes and cans. They are typically sold in 1 liter or single serve sizes. The larger cartons, once opened allow for air to be squeezed out if the wine isn’t consumed all at once.
PET Plastic
PET plastic allows for wine to be sold in the familiar shape of a bottle. It is superior to glass in many ways from an environmental perspective. But it’s still plastic and many consumers consider plastic to be eco-evil. It’s hard to differentiate the good from the bad. Images of plastic bottles floating in the ocean haunt the minds of concerned citizens.
Wine in PET bottles was also part of the previous wave of glass alternative packaging although to a lesser extent. I produced one of the most dramatic and colourful packaging series of my career in this category. It failed, as did all the products in PET released at that time. To this day I wonder how this brand might have fared in a traditional glass bottle.
Consumers want choice and convenience. The mainstay glass bottle will continue to dominate but it isn’t the best option for all situations. Savvy producers are filling gaps with smaller, larger, unbreakable and more eco-friendly solutions.
The environment is of great concern to many consumers and they are demanding change from the brands they support. Climate change is real. Brands that take action to circumvent the negative impact of their products and processes increase positive brand perception and loyalty.
Are glass bottle alternatives an opportunity for your brand?
If you’re considering marketing your wine in a glass bottle alternative you need to ask many of the same questions you would to introduce any new product.
- What are the demographics of this market?
- Does your brand appeal to this segment?
- Are your wine styles popular with this consumer?
- Who are your competitors?
- What is the required investment?
- Is the market large enough?
- Which alternative would you choose?
- How would you market and distribute?
Most of the alternative options to glass packaging are also environmentally positive. But entering this market can be risky and expensive. There are other ways to go green for wineries. Reducing your carbon footprint is another. Many brands are reengineering their processes to offset the impact of their production. Supporting causes that work to create change is a great option as well. Regardless of choice, demonstrating a genuine concern for the environment and taking action will be well regarded by consumers.