In a recent study conducted by Owens-Illinois which polled nearly 150 wineries in the USA, glass was still the highest used packaging material with 99-100% of the wineries still using glass packaging, despite the fact that between 17-20 percent of the surveyed wineries had plans to chang their packaging mix in the future. Apparently glass will still be the preferred packaging material by the majority of wineries.
A short study conducted by GfK among wine consumers of 9 European countries (Germany, France, UK, Italy, Netherlands, Austria, Spain, Russia, Poland) brought good news to wine brands: European consumers are loyal to their favourite brands. I haven’t data about the consumer loyalty in the US, the third-largest wine market in the world, where consumption rose 16% between 2003 and 2008, and is expected to increase another 7% by 2013, according to Euromonitor. Like Australia, the US wine consumer might be more open to packaging innovations, although the Owens-Illinois study suggests otherwise.
The stuffy wine industry which is still overwhelmingly marketing its products in the old industry-standard glass bottles with the same old, uninspiring labels, sees some progressive wineries executing a packaging design revolution in their attempt to attract new consumers. Success in the wine market comes from being chic, relevant, drink accessible, and importantly single serve. A lot of new wine brands created innovative packages that let to the introduction of the MonOxbar-PET bottles of Constar (see picture), the bag-in-boxes in various, even exclusive designs, TetraPaks in all its variations, South African’s Astra Winebag and even stand-up pouches, but aluminium containers always have been left alone.
Although in the US aluminium bottles in several market segments of beverages are not uncommon, the wine industry have never looked at aluminium, probably due to the generally accepted assumption that wine and aluminium (even with a inside liner) are not merging well together.
By Anton Steeman | Source :: Best in Packaging