The Wine Industry Faces a Shift Away from Glass Bottles Toward Sustainability

As the conversation around sustainability and innovative practices grows louder, the wine industry is undergoing a significant transformation in its packaging preferences.

This shift could indicate a potential decline in the traditional glass bottle’s long-held supremacy.

James Lawrence examines this emerging trend, with the latest insights as of January 27, 2025.

Changing Perspectives on Glass Packaging

For centuries, glass has been the standard for wine packaging, with its history stretching back over 400 years.

Made from a blend of sand, soda, and lime, the artistry behind glass-making evolved remarkably over millennia, particularly in regions like Murano, Italy.

While glass is often appreciated for its elegant look and adaptability, its fragility and environmental impact are coming under increasing scrutiny.

Recent feedback from importers suggests a changing perspective toward glass.

Siobhan Wilson, Marisco Vineyards’ general manager of sales and marketing, mentioned that many customers from the European Union—especially those in Scandinavian countries—are advocating for a glass-free future by 2030.

This call to action has propelled Marisco Vineyards to explore alternative packaging methods, leading them to partner with an Italian supplier that produces innovative wine tubes.

By adopting this new format, the New Zealand winery aims to bulk ship wine and then localize bottling, thereby reducing transportation costs and minimizing environmental footprints while still providing quality products.

Sustainability and Economic Factors

While options like cans and bag-in-box systems have existed for years, a widespread departure from glass packaging by major importers would represent a pivotal shift for the industry.

This leaves us pondering motivating factors, the economic consequences for high-end brands typically seen in glass, and the implications for sparkling wines.

Wilson highlighted that sustainability goals and a consumer shift towards eco-conscious products drive this movement.

She pointed out that the logistics associated with alternative packaging can also bring economic advantages.

With a focus on meticulous planning, the wine industry must ensure the preservation of flavor and quality while catering to the growing demand for non-glass options.

Global trends indicate a decline in wine consumption, particularly considering that over 80% of wine is consumed within a week of purchase.

This trend raises questions about the ongoing need for glass packaging, particularly for wines priced at $15 or above.

Smaller, alternative formats might cater more effectively to evolving consumer habits.

Emerging Innovations and Challenges

Innovators are actively redefining the conventional glass bottle narrative.

A quick online search for “alternative wine formats” uncovers numerous options such as cans, bag-in-box systems, ‘test tubes,’ and even paper bottles that are gaining popularity with consumers.

Laura Riches, founder of Laylo, shared her own journey into alternative packaging sparked during the 2020 pandemic.

After grappling with oxidized bottles and seeking an alternative that wouldn’t require her to commit to a full bottle, she discovered the longevity of boxed wine.

This realization ignited the launch of her boxed wine venture, filling a gap for quality wine available in convenient formats.

Environmental advocates are also intensifying scrutiny over glass use, especially in light of potential new carbon taxes and their repercussions on the industry.

Given that a significant portion of a wine’s carbon footprint is tied to glass production and transport, a shift to alternative formats could reduce emissions and costs.

In 2022, the glass manufacturing process was responsible for notable global CO2 emissions, surpassing those of cans and bag-in-box products.

The United Nations has been actively proposing measures to curb shipping emissions, demonstrating a commitment to broader sustainability goals.

Despite some producers, like those at Bottega Prosecco, recognizing glass’s suitability for wine aging and its safety, there is a growing acknowledgment within the industry of the need for more sustainable practices.

This includes engaging suppliers who utilize low-emission technologies.

Shifting away from glass packaging poses its own set of complexities.

Any transition would necessitate comprehensive changes in shipping, bottling, and packaging protocols.

As Marisco Vineyards pointed out, while there can be substantial costs associated with alternative formats, collaboration between retailers and wineries may ease the pathway forward.

However, many traditionalists in the industry remain devoted to glass.

Premium vineyards, particularly those in esteemed regions like Bordeaux and Napa Valley, often see little advantage in relinquishing the ritual of opening a glass bottle of wine.

Some producers propose a balanced approach, suggesting incentives to gradually encourage the adoption of lighter glass options or alternative packaging formats.

Ideas such as tax incentives for eco-friendly packaging and favorable financial terms for wineries embracing sustainability are gaining traction.

Positive movements are ongoing, such as Bodega Zuccardi’s introduction of a lighter bottle that cuts weight by 37%.

Similarly, Bottega’s research division is exploring pathways to create lightweight bottles that retain strength.

While markets like the Nordics show a promising future for alternative packaging—with a significant amount of wine sold in boxes—other areas, like the UK, are slower to adapt.

Still, experts like Riches predict that acceptance of boxed wine will continue to grow as consumer preferences evolve.

So, will glass bottles eventually fade into obscurity, or is this simply a passing trend promoted by proponents of alternative formats? This question requires close attention in the years to come.

Source: Wine-searcher