Winemakers Leverage Alternative Packaging To Broaden Appeal

In a market where tradition is losing ground to new practices, sustainability is top of mind, and convenience is paramount, it’s not surprising that the evolution in wine packaging continues. The classic 750-ml. bottle with a cork and foil closure is still the backbone of the wine industry in the United States, but demand for alternative packages continues to ratchet up.

Bag-in-box, cans, kegs, and tweaks to bottle formats have all made headway over the past decade as marketers seek to appeal to a broader range of consumers. Some of those wine drinkers—generally but not exclusively the younger set—are accustomed to consuming on their own terms, whether it be a box of wine at a party, a can at the beach, or a keg behind the bar. Marketers continue to step up and deliver.

At Delicato Family Wines, marketer of boxed wine giant Bota Box, vice president of marketing Gabriela Becker says the 3-liter box segment continues to grow, and other packaging options are gaining as well. “Within the premium box wine category, the most exciting story over the past year has been the explosion of consumer interest in the 500-ml. format,” Becker says. “This category grew 10% in 2023, which is huge in an industry that was down 1% for the year. Bota Box Mini, which is packaged in 500-ml. TetraPaks, grew 26% within the same timeframe.”

Delicato doubled down on the packaging late last year with the introduction of two new 500-ml. TetraPak wines to the Bota Breeze light wine lineup, a Pinot Grigio and a Sauvignon Blanc. The winery also offers canned wine with the Sofia brand within the Coppola Winery portfolio. Sofia Wines have been packaged in cans for 20 years and a packaging refresh will be rolled out this year.

“Many wine consumers are very open to alternative packaging and generally have positive impressions, especially younger generations,” says Tim Cannon, brand director for 14 Hands at Ste. Michelle Wine Estates. “They see these formats as more portable, and great for casual occasions, whether relaxing at home with friends, or for outdoors activities at the pool, beach, or a concert.” Cannon notes that 14 Hands’ canned format brought new consumers to the brand.

Many wineries are looking to tweak wine’s traditional packaging to make it both more consumer- and environment-friendly. Much of the focus is on the bottle itself. Ben Dollard, president of Treasury Wine Estates Americas, says that despite some experimentation with cans, the vast majority of the Treasury Wine Estates portfolio is packaged in bottles. “That’s why (pursuing) alternatives in bottle weight is a really big priority for us,” he says, noting the company has set goals for reducing glass weight as part of its sustainability efforts.

“We’ve launched packaging alternatives outside of glass where they meet both consumer needs and our sustainability goals, including aluminum cans, bag-in-box, and TetraPaks,” says Matt McHargue, senior vice president of brand management for Constellation’s Wine & Spirits Division. “These formats are currently a small portion of our overall SKU base in wine and spirits but are seeing fast growth.”

One key innovation in the alternative packaging space this year is the launch of Bogle Family Wine Collection’s new Elemental brand, packaged in lightweight aluminum bottles. Retailing at $17 a 750-ml. across a lineup that initially includes Chardonnay, Pinot Grigio, Rosé, and Pinot Noir, the Elemental launch is in response to the fact that glass wine bottles represent the biggest contributor to the industry’s carbon footprint.—Carol Ward

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