The wine industry, long dominated by traditional glass bottles, is undergoing a significant transformation. Driven by environmental concerns, cost-efficiency, and changing consumer preferences, alternative wine packaging is gaining traction. This shift is about changing the container and redefining how we perceive and consume wine.
In BC we also have to take into account the current requirements for BC wine to be certified as VQA. BC wines can have the VQA certification if they are only packaged in glass bottles (BC Wine Authority). This must change in my opinion. We currently have many BC wineries offering their wines in cans. These cans are very popular, especially for taking to the beach or picnics, based on discussions I had with others.
Environmental Impact
One of the primary drivers behind the move towards alternative packaging is the environmental impact of traditional glass bottles. Glass production is energy-intensive and contributes significantly to carbon emissions. Additionally, glass bottles are heavy, increasing transportation costs and emissions. Wine writer, Jancis Robinson, has been on a crusade against heavy glass wine bottles since 2021. In contrast, alternative packaging options like Bag-in-Box (BiB), cans, and Tetra Paks are lighter and have a smaller carbon footprint (Outshinery.com).
A study published in the Journal of Cleaner Production highlights that BiB and Tetra Pak packaging significantly reduce carbon emissions compared to glass bottles (Outshinery.com). This reduction is crucial as the wine industry seeks to minimize its environmental impact and appeal to eco-conscious consumers.
Types of Alternative Packaging
2. Cans: Wine in cans is becoming increasingly popular, especially among younger consumers. Cans are portable, recyclable, and perfect for outdoor activities. They also chill quickly, adding to their convenience (Decanter.com).
3. Tetra Paks: These cartons are made from a combination of paper, plastic, and aluminum. They are lightweight, easy to stack, and have a lower environmental impact than glass bottles. Tetra Paks are also resealable, making them a practical choice for casual wine drinkers (Outshinery.com).
4. Plastic Bottles: While not as common, plastic bottles made from PET (polyethylene terephthalate) are another alternative. They are lighter than glass and can be recycled. Some producers are even experimenting with plant-based plastics to further reduce environmental impact (Decanter.com).
5. Pouches and Kegs: Single-serve pouches and larger kegs are also emerging as viable options. Pouches are convenient for single servings, while kegs are ideal for events and on-premise consumption, reducing the need for multiple bottles (Outshinery.com).
Consumer Preferences
The shift towards alternative packaging is also driven by changing consumer preferences. Younger wine drinkers, particularly millennials and Gen Z, value convenience, sustainability, and affordability. According to a Nielsen report, sales of boxed wine increased by 31.5% in the US market over a year, while canned wine sales grew by 69.2% (Outshinery.com). This trend indicates a growing acceptance of non-traditional packaging formats.
Moreover, consumers are becoming more environmentally conscious. A report by Wine Intelligence found that 35% of regular wine drinkers in the US and 43% in the UK consider the environmental friendliness of packaging when purchasing wine (Outshinery.com). This shift in consumer behaviour is compelling winemakers to adopt more sustainable practices.
Challenges and Future Outlook
Despite the benefits, alternative packaging faces challenges. There is still a perception that high-quality wine must come in a glass bottle. Overcoming this stigma requires education and marketing efforts to assure consumers that packaging does not compromise quality.
Additionally, while alternative packaging is suitable for “drink now” wines, it is not yet viable for wines meant for aging. Glass remains the preferred choice for wines that require long-term storage.
The rise of alternative wine packaging represents a significant shift in the industry. As environmental concerns and consumer preferences evolve, we can expect to see more innovative and sustainable packaging solutions. Winemakers who embrace these changes will likely find themselves at a competitive advantage in the ever-evolving wine market.
Stay tuned for the next part of this article where I will cover 7 Ways Wineries Can Address Consumer Perception of Alternative Packaging.
