Report says wine drinkers accept alternatives to glass bottles

25 September, 2007

Wine drinkers are showing more acceptance of alternative wine packaging, according to research carried out by the Wine & Spirit Trade Association and Wine Intelligence.

The Consumer Intelligence report into consumer opinion on wine packaging found that 37 per cent of wine drinkers would consider buying wine in packaging other than glass, with PET and bag-in-box the most popular alternatives.

Recent moves by some companies to bottle wine in lighter-weight bottles are also being accepted by consumers with only 13 per cent of the 1,000 people surveyed saying they thought that lighter bottles meant cheaper wine.

Nevertheless, lighter glass is not being perceived by many consumers as a green alternative because only a third of consumers think they are better for the environment than heavier ones and only 7 per cent actually consider glass weight when choosing wine.

Glass colour is not deemed important either, according to the results. Only 10 per cent considered the colour of the glass when buying wine, preferring to select their purchase by grape variety, promotion or country of origin.

WSTA chief executive Jeremy Beadles said one of the key messages from the research was that consumers are open to change.

He said: “Many of our members are currently looking at ways of reducing their environmental impact and for some this includes considering alternative packaging solutions: lighter weight glass bottles, plastic bottles, pouches, cans and cartons. I hope that this research will help them understand consumer attitudes towards these developments.”

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