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Gotham Project Debuts New Wines With A “Return & Reuse” Bottle Program

March 11, 2021

The Gotham Project, the New York-based keg wine player, is introducing a new range of wines across four states, distinguished by sturdy, custom bottles that are meant to be returned and reused rather than recycled.

“At least 50% of the total carbon footprint associated with wine is the glass bottle it comes in,” says Charles Bieler, a partner in the Gotham Project along with Bruce Schneider. “Unfortunately the vast majority of glass in the U.S. ends up in the landfill, and of what’s recycled, the carbon footprint is only reduced by about 20%. We realized that if we can do the reverse logistics for our kegs—pick up the dirties, clean them and refill them—there’s no reason why we can’t do the same with glass bottles.”

Under the program, consumers can return their used bottles to the point of sale, where distributors will pick them up and return them to the warehouse to be reused by Gotham Project. The lineup is rolling out to New York, Massachusetts, Vermont, and Colorado initially, and includes Daisy Sauvignon Blanc from California ($14 a 750-ml.), Famille Bieler Côtes du Rhône ($15), Del Buono Sangiovese from Tuscany ($15), and Domaine Brossette from Beaujolais ($17). More wines and states of distribution will be added moving forward.

“I believe that as a producer putting wine and packaging out into the world we have a responsibility not just for a high quality wine experience but for the life cycle of the packaging as well, and this new program is a start at addressing it,” says Bieler.—Daniel Marsteller

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