In my friend Beth's apartment, there's this huge sofa that I often sink into after a tiring day at the library. We get under fluffy blankets and spend our time binge-watching old Big Brother episodes. Since moving to the UK, I've developed a newfound love for British media, all while indulging in takeout pizza. On one of those days when my back-to-back lectures wiped me out completely and I had barely made my way to Beth’s, the online takeaway suggested we add wine to our usual pizza order.

Beth, being the social dynamo they are, used to be a bartender and their knowledge extends beyond mixing drinks. As we unwound on the sofa, they started talking about the fascinating world of wine packaging, diving deep into the internet to explore various innovative and cool wine bottles. After spending the entire evening engrossed in discussions about various beverages, I realised I had a significant knowledge gap when it came to wine—from discerning different tastes to mastering the art of pulling the cork. I left their apartment with a newfound curiosity.

On my way home, I decided it was time to bridge that gap and do some research. I delved into the world of wines, learning about tasting notes, varietals and the subtle nuances that make each bottle unique. As I delved further into the realm of wines, my initial venture into tasting notes and varietals expanded into exploring the wine industry as a whole - the intricacies of wine production, from the cultivation of grapes to the fermentation process, became subjects of fascination. However, my journey took an unexpected turn when I stumbled upon the critical issue of sustainability in the wine sector.

I noticed that the traditional charm of wine often overshadows the environmental impact associated with its production and packaging. As consumers become more conscientious about the ecological consequences of their choices, the wine industry has come under increased scrutiny for its practices. In particular, the packaging of wine has emerged as a focal point for those seeking eco-friendly alternatives

Exploring Sustainable Alternatives

Wine production is linked to various environmental challenges, including (but not limited to) concerns with pulp waste, agricultural emissions and glass manufacturing. The primary waste issue faced by wine producers frequently revolves around glass bottles; however, it is crucial to acknowledge that the packaging employed for their transit can also have notable environmental implications.

“While there is no doubt that an evening glass of wine can be a soul-soothing indulgence, the question arises: is it equally soothing for the planet? ”

The assertion by Berlin Packaging underscores a significant environmental impact associated with the wine industry. According to their statement, packaging and shipping activities alone contribute to 51% of wine's total carbon footprint. Therefore, it is imperative to undertake a comprehensive approach to effectively address these concerns and promote a more sustainable and environmentally conscious approach within the wine business. According to Cruz Cool, a packaging company, various materials play a role in shipping, delivering and transporting wine bottles. The most common materials can include:

Bubble wrap
Polystyrene
Cardboard fittings
Plastic foam
Plastic netting
Divider sets
Loose fill
Foam end caps

However, the prevalent use of plastic and chemically treated cardboard in the packaging and distribution of wine bottles raises some notable environmental concerns. The substantial reliance on these materials underscores the need for exploring and adopting more sustainable alternatives in the wine industry's packaging practices.

What Sustainable Options Exist for Wine Packaging?

The integration of recycled materials represents a simple yet significant strategy for augmenting the ecological sustainability of an organisation; choosing environmentally friendly materials such as non-toxic paper, cardboard and recyclable plastics can have a substantial impact on reducing the carbon footprint of a company. Opting for recyclable alternatives enables packaging materials to be repurposed, thus extending their lifespan. Given that a significant number of consumers have greater accessibility to recycling facilities compared to composting facilities, this choice becomes a pragmatic one.

Another viable approach to enhance sustainability is the adoption of physically lighter packaging designs, a practice currently being implemented by numerous wineries. In this case, the glass elephant in the sustainability room is the bottle itself. Journalists and critics within the wine industry have long criticised producers for opting for heavier bottles that demand more materials and energy, despite their claims of sustainability in vineyards and wineries. The use of heavier packaging materials leads to an increased fuel requirement for transportation resulting in elevated emissions of greenhouse gases. Wineries in the process of adopting lightweight or lighter-weight glass bottles are observing a range of advantages; this transition facilitates the reduction of transportation expenses, preservation of fuel resources and mitigation of greenhouse gas emissions, all while maintaining the protective attributes and aesthetic appeal of the package.

Currently, the definition of what qualifies as a "lightweight" bottle raises some pertinent questions. According to this sustainable wine report, the average weight of wine bottles hovers around 550 grams while a lightweight alternative is considered to be around 420 grams. However, it's worth noting that bottles even lighter than this—down to approximately 350 grams—appear to be feasible and viable for sustainable packaging solutions.

Where Do Consumers Stand?

It appears that individuals are open to embracing innovative alternatives; according to a study conducted by Wine Intelligence, the forefront of the demand for sustainably and environmentally produced wine is being driven by millennials, with nine out of ten expressing a willingness to pay a premium for such products. Across all U.S. wine consumers, there is a willingness to invest an additional average of $3 in value for sustainably produced wine.

Notably, the younger demographic (including Millennials and Generation Z of legal drinking age) distinguishes themselves through a heightened commitment to sustainability. They are increasingly emphasising environmental considerations to ensure the well-being of future generations and show a significant preference for wines that bear credible sustainable certifications.

The Pushback and Contradictions

Despite the growing momentum for sustainable packaging, there is notable resistance from producers - particularly in the premium wine market. Some customers in this segment still perceive weight and bottling design as indicators of quality, hindering a swift shift towards lighter packaging. The ongoing debate between heavy and light bottles mirrors past industry transformations, like the adoption of screw-cap closures prompted by cork taint. However, a total resolution remains elusive; change, especially in premium markets, unfolds slowly, with wealthier buyers showing less concern for environmental issues compared to younger consumers opting for more affordable wines.

Notably, not all shifts in packaging are solely driven by altruism or sustainability. Heather Fritzsche, the visionary founder of The Spearhead Group (a global leader in packaging and sustainability innovation boasting an impressive $40 million in revenues) underscores the economic benefits of sustainability. Fritzsche has noted that sustainability is often solely a cost-saving measure, such as reducing glass weight to lower shipping costs; thus, while there may be growing awareness in the industry overall, budget considerations might become a vital driving force for many businesses to fully embrace sustainability.

Moreover, Fritzsche proposes inspiring buyers to reject commercial packaging and create eco-friendly gift wrapping, similar to how spirits producers encourage consumers to craft their own cocktails. This consumer-to-consumer gifting model promotes reusable and nature-inspired materials, like raffia ribbon, cotton twine, Japanese furoshiki cloth, burlap fabric, unbleached recycled paper gift bags, festive paper washi tape, or personalised tote bags. This approach, she believes, embodies the ultimate recycling – a gift package that recipients can use repeatedly.

The Wine Cru

As I was wrapping up my research, casually looking through websites to discover a fine wine company with sustainable packaging for possible future takeouts with Beth, I unexpectedly stumbled upon The Wine Cru. Their commitment to both exceptional wine and environmental responsibility struck a chord with me.

On their webpage, The Wine Cru boldly declares, “Our aim at the Wine Cru is to bring you better wine now and in the years to come. To do this, we must make changes to protect our planet.” This resonates deeply with the growing awareness surrounding the impact of packaging on the environment. Moreover, the Wine Cru has taken tangible steps towards sustainability; according to their statement, they are actively working to eliminate as much single-use plastic as possible.

Perhaps most notably, their postal packaging is now crafted from 70% recycled materials, underscoring their dedication to reducing waste. In addition, this packaging is also 100% recyclable, aligning with their commitment to a circular economy. As the wine industry grapples with the environmental implications of its packaging choices, The Wine Cru stands out as a beacon of responsible practices. Their ongoing efforts to assess and minimise their carbon footprint demonstrate a dedication to continuous improvement in sustainable operations.

Final Thoughts

In conclusion, the intersection of fine wine and sustainability is not just a theoretical discussion but a lived reality. From my sofa-bound explorations with Beth to the revelations about eco-friendly packaging, the journey has been enlightening. Now, armed with a newfound appreciation for sustainable wine practices and inspired by the commitment of companies like The Wine Cru, I embark on a future where every sip of fine wine is not just a delight to the palate but… Hey, maybe a toast to a healthier planet?

By Mert Arik - Blog writer and conservationist

Beyond the bottle: The environmental impact of wine packaging choices