by Elisabeth Cuneo, Associate Editor
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It’s no surprise that when we talk about market
trends with packaging, sustainability is a topic that comes up, and packaging
of alcohol is no different. Companies are searching for ways to make their packaged
products “green.”
As alcohol manufacturers strive to differentiate their brands from competitors,
one wine company is seeking sustainability with a change to its bottle
material, from glass to lightweight polyethylene terephthalate (PET).
Sutter Home Family Vineyards is the wine industry’s leading producer of
single-serve, 187-mL wines. Some of the brand’s success can be contributed to
the U.S. winery’s major packaging switch from glass to lightweight PET bottles
from Amcor Rigid Plastics. The company has switched its entire 187-mL
production to the plastic containers. The bottles preserve the look of the
original glass container and run on the winery’s existing glass filling
line.
A unique barrier coating technology developed by Germany’s KHS Plasmax GmbH
affords the 187-mL PET container the same shelf life as glass. And according to
Sutter Home, PET containers are one-sixth the weight of glass bottles,
unbreakable, less wasteful and recyclable.
It’s not just PET receiving attention for being eco-friendly in alcohol
packaging; glass is making the packaging landscape greener,
too.
Owens-Illinois (O-I) introduced a portfolio of Lean+Green bottles designed to
be attractive, durable, and lighter weight. Partnering with The Wine Group, O-I
utilized its Lean+Green products to create a new glass wine bottle package that
was lighter in weight and easier to transport than the current package. The
750-mL Oak Leaf wine bottles are 27% lighter than the previous bottle, have a
slightly different design on the neck and the bottom punt of the bottle was
removed to reduce weight.
The new bottle eliminates more than 8 million pounds of packaging weight, saves
3,492 tons of carbon dioxide, uses 280 fewer trucks to transport and eliminates
6,100 pallets used in distribution for every 31.6 million bottles. This carbon
dioxide saved is the equivalent of reducingthe travel of one semi-truck by more
than 2 million miles or the carbon dioxide absorbed by more than 145,200 trees.
Other alcohol segments are also incorporating eco-friendliness into their
containers. Famous Grouse scotch whiskey is releasing a lighter package
weighing 340 g, a 14% weight reduction; this was not thought possible for
premium spirit bottles. The prototype, developed by Edrington, is a technical
first and will be tested in select supermarkets in
Scotland.
Edrington’s director of technical services, Mike Rose speculated that if the
innovation was adopted by Famous Grouse, the product group would save more than
2,381 tons of glass every year. And if this was rolled out across the whiskey
industry, it could save over 63,934 tons of glass annually.
Aim high toward luxury
Alcohol brand owners do a good job of using glamour, sex and luxury to entice
consumers to purchase their products. Some liquor manufacturers are taking
luxury up another notch to truly appeal to those who value the finer things in
life.
Russian Standard vodka is using Swarovski crystals in the cap of its Imperia
vodka bottle. This exclusive, limited-edition of Imperia, named The Crystal
Crown Edition, is a bottle adorned with 24 flawless Swarovski crystals that
embody the purity of the Imperia liquid. The limited edition of just 20,000
bottles will be available worldwide in selected high-end hotels, restaurants
and clubs as well as in premium stores, specialized spirits boutiques and
international airports.
Finlandia vodka brand is also upping the luxury features on its new high-end bottle.
Brown-Forman introduced its new high-end Finlandia Platinum Vodka to global
markets. To finish off its refined 700-mL and 1-L bottles with a unique
closure, it called upon Saxco Int’l, LLC, and its global resource network.
Employing the combined services of two of its vendors, Saxco Int’l created a
matte silver aluminum shell embossed with the classic Finlandia reindeer logo.
This part of the process was completed by Anomatic Corp. A special plastic
fitment and natural cork assembly was added that fit directly into the shells.
The use of metal instead of plastic in the cap increases the presence of the
bottle in consumer’s hands, with the added weight adding premium feel.
Just plain unique
Aside from addressing the environmental packaging concerns and launching a
luxurious alcohol line, some companies are launching distinctive products to
increase interest.
Take the Antique Wine Company’s collection of giant bottles of wine called
“Melchiors.” The name refers to one of the three wise men bearing gifts in
biblical times and in the world of wine refers to the largest bottle of all,
holding 18 liters, or 24 bottles in one. The bottle is sure to amaze any wine
lover.
Sometimes smaller can be a plus, especially when that smaller package is highly
portable and refillable, as in the CarboPouch from PPi Technologies Group. The
patented “beer on the go” CarboPouch, with fitments, is available in two sizes,
9 and 64 ounces. PPi’s website says the pouch “allows craft beer brewers to
fill on-site, a clean, ready-to-go pouch with spout and cap.” The pouch is an
easy way to transport beer and a safe, clean and eco-friendly alternative to
plastic cups for draft beer. Once filled, and kept refrigerated, the beer will
keep fresh for five days.
Anheuser-Busch InBev’s Bud Light has turned to Spear to enliven the beer’s fun
personality via a customizable, pressure-sensitive label that allows drinkers
to add a personal touch. Incorporating
metal activation technology and requiring, extensive testing, the end result is
an exclusive area of the label on which consumers can customize their
bottle. The innovative label can help
avoid bottle mix-ups and offers the chance for individuals to exchange messages
or phone numbers.
From eco-friendly to unique to luxurious, alcohol packaging all has one goal,
increase sales. And as this part of the beverages market has proven to be
recession-proof, I would say it’s working. Cheers!
For More Information
Amcor
734-302-2515;
www.amcor.com
Anomatic Corp.
740-522-2203;
www.anomatic.com
The Edrington Group
+44 141 940 4000;
www.edringtongroup.com
Exal Corp.
330-744-950;
www.exal.com
KHS Plasmax GmbH
+49 40 67 9070;
www.khsplasmax.com
O-I
567-336-5000;
www.o-i.com
PPi Technologies Group
941-359-6678;
www.ppitechnologies.com
Saxco International, LLC
215-443-8100;
www.saxcointl.com
Spear
513-459-1100;
www.spearinc.com
