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Freedonia Market Research Analyst Buzz Week 32 - 2023 Glass v. plastic wine bottles

Week 32 - 2023 Glass v. plastic wine bottles – sustainability, portability, and sticky consumer perceptions

by Freedonia Industry Studies

August 7, 2023

The Freedonia Group Analyst Buzz: A Conversation About Wine Bottles

Glass v. plastic wine bottles – sustainability, portability, and sticky consumer perceptions


The article that started the conversation: https://www.packagingdive.com/news/rpet-wine-bottle-amcor-plastic-ron-rubin-CO2-emissions/688809/ -- “Move over, glass: Amcor’s new wine bottle is 100% recycled PET”

Plastic wine bottles have a market presence in several major wine markets in Europe and elsewhere. The US has remained stubbornly resistant to wine that isn't in a glass bottle - bag-in-box and cans and such are here, but not to the extent they're seen elsewhere.

I'm doing what I can - I did buy BIB wine on my way home yesterday.

But is that because they've only been offered cheaper table wine in plastic bottles? If major high-end wine makers went plastic, would that change perceptions?

They want to do more e-commerce shipments and plastic is definitely better suited to e-commerce than glass.

Also what if people are shopping online and they don't even see that it is in a plastic bottle until it arrives (or is picked up curb-side)… will they care or is it just something still important to in-store shoppers who are looking at the shelf and are thinking more visually than any other type of shopper?

Maybe. Bag-in-box got sort of a lousy rep because - for a long time - only low end wine was all that was available. It's not really true anymore, but the packaging format still playing catch-up.

What about product degradation? Isn’t that a roadblock still to adoption of plastic on the wine maker side?

Contrary to some consumer perception, sommeliers say that few wines are improved beyond 18 months and even fewer beyond 5 years.

While the stuff in fancy people's cellars will probably be glass (with a natural cork), most everyday wine - even higher-end wines that aren't intended for the cellar – would be fine.

Many top California wineries have moved to screwcaps because they work better for wines meant to be drunk young.

For more information see our  Packaging landing page and Packaging Sustainability report and Beverage Packaging Consumer Insights report. 
 

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