From Egyptian amphora to ancient Chinese paper wrapping, 19th-century tin cans to modern-day vacuum packing, packaging has come a long way. Yet in the world of wine, beer and spirits, tradition has often trumped innovation. Given spiking production costs and increasing calls for sustainable alternatives, the future of drinks packaging is looking anything but predictable. But what shape will it take?
Common drinks packaging formats
Is there any packaging more synonymous with wine than the glass bottle? Whether shaped tall and straight in Bordeaux tradition, subtly ballooned as in Burgundy or slender in Alsace style, the 750ml bottle is the global standard. The first glass bottles were produced around 3,500 years ago in ancient Mesopotamia and the format has proved ideal for wine, as glass’s inert nature preserves delicate flavours and aromas without imparting any character of its own.
For the same reason, glass provides excellent storage for beer, particularly in tinted bottles which prevent ‘light strike’ – when sunlight reacts with hops to form unpleasant aromas. However, the majority of beer worldwide is now sold in aluminium cans, which are highly effective at preserving freshness and protecting against photooxidation.
While glass is infinitely recyclable and widely available, it’s heavy – a standard 750ml wine or spirits bottle weighs around 500g when empty, and a 330ml beer bottle about 150-200g – making shipping costly and environmentally inefficient. The standard rounded bottle shape is also awkward to pack and store in volume.
How packaging influences consumer perception
Just like with any product, the way a wine, beer or spirit is packaged sends a message to the consumer about everything from purpose to price point.
A traditional material with a higher production cost, glass has a premium image when compared with much contemporary packaging – particularly when sealed with natural cork (as opposed to synthetic cork or screwcap). There is also an argument that the opening of a bottle is an essential part of the wine drinking experience, and by removing that an element of the ‘ceremony’ around the drink is lost.
On the other hand, breaking the mould can be a way to attract new customers. For example, wine packed in alternative, more sustainable formats – some of which we’ll explore below – allow for fresh designs and image statements, perhaps appealing to younger or more eco-conscious drinkers.
The right balance between maintaining traditional perceptions of quality or status and attracting new audiences will be different for every producer.
Innovative packaging solutions in the drinks industry
Driven by consumer calls to curb carbon footprints and a need to cut costs, producers are increasingly exploring alternative wine packaging. While glass bottles certainly won’t be disappearing any time soon, in recent years new formats have begun to make inroads.
Given glass is inefficient to ship and store, and expensive to produce, one common solution is to swap it for non-glass wine bottles in a similar 750ml format.
One common alternative is PET (polyethylene terephthalate), a lightweight polyester that has a much lower carbon footprint than glass and keeps drinks fresh for long periods. It is infinitely recyclable, protects drinks from light damage and can be produced in traditional wine bottle shapes. Recently, recycled polyethylene terephthalate (rPET) bottles have launched in stackable flat shapes that pack efficiently and are home-recyclable.
Other options include aluminium or cardboard bottles, or plant-based compostable drink containers, such as those made from sugar cane, corn starch or flax.
Most commonly sold in a boxy, rectangular format, Tetra Pak – a type of plasticized carton – is increasingly used in drinks packaging, particularly for wines designed to be drunk young and fresh. They lack the traditional appearance of bottles but are very light and pack very efficiently for shipment.
Similarly, Bag in Box (BiB) wines, which have been available for many years, are made from an air-tight bladder inside a cardboard container that dispenses liquid. For boxed wine sustainability is a key selling point: not only can the average BiB contain as much liquid as four bottles of wine, but the interior bag reduces oxidation, spoilage and wastage, keeping the contents fresh for several weeks. In the past BiB wines have had a bit of an image problem but in fact the quality can be very high.
Bottling at destination
For some producers, a glass bottle is non-negotiable. But they can still improve their carbon footprint by opting to ship wine, beer or spirit in bulk and bottle it at the destination of consumption. This reduces the need to transport filled glass across continents or even across the world.
Some foreign beer brands are even brewed under license in their country of consumption before being bottled there, which further decreases carbon footprint.
Quality control, consistency and cost must all be taken into account when considering bottling at destination, and is often most suitable for larger producers dealing in big quantities or with extensive worldwide networks.
Individual serves
Beer has long been packaged in single-serve cans or bottles – so why not wine? It’s a win for the consumer, as it helps drinkers monitor their intake and reduce wastage.
Wine cans of varying sizes have proved popular for packaging young, fresh drinks that don’t require further development. They cool much quicker than glass, weigh far less and can be enjoyed on the go. For the same reason, they’ve also become incredibly popular for packaging read-to-drink cocktails like negronis and margaritas.
Individual 250ml wine servings are also increasingly sold in resealable pouches or in sealed PET wine glasses, ready for cheers’ing.
Reusable containers
Recycling is a key part of the drinks sustainability puzzle – but so is reuse. Many bars and restaurants are switching deliveries to reusable wine containers and bulk spirits deliveries to cut back on excess waste. One example is draft prosecco, which is kept fresh in-keg and can be served quickly on demand by bar or restaurant staff.
Some smaller producers, particularly in the spirits and cocktail space, offer reusable containers to cut down on waste and incentivise repeat purchase. You might buy your first bottle at full price and then refill it with eco-friendly pouches available at a discount.
The importance of eco-friendly drinks packaging
One of the top reasons why wine is moving away from glass bottles – and towards alternative solutions – is because of the environmental impact of traditional packaging methods. Eco-friendly alcohol packaging isn’t just about recyclable alcohol packaging but about factoring in the environmental implications of shipping, production, storage and consumption.
The carbon footprint of beverage packaging is important because it is linked to the overall sustainability of the industry and of its individual products, producers and regions. Wine, beer and spirits production can only continue if the environments which bear them are protected.
Many producers around the world have invested heavily in traditional bottling facilities, and getting them to embrace new packaging methods will only be possible once they’re proven to be a hit with consumers. The more drinks lovers vote with their wallet for eco-friendly alternatives – and the more leading producers that make the switch – then the quicker we’re likely to see innovative, eco-friendly packaging embraced across the drinks industry.
