Issue link: https://read.dmtmag.com/i/670021
w w w. v w m m e d i a . c o m M a y - J u n e 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 3 5 explains to their customer what they're doing," she says. "These bottles are sometimes more expen- sive and wineries are taking on the burden of providing packaging at higher expense." The program was only launched in Canada, although TricorBraun has considered expand- ing it to the United States. APPETITE FOR RISK L a r g e r p r o d u c e r s h a v e t h e resources (but not necessarily the risk appetite) to try a new prod- uct, particularly if it means recon- figuring a large production facility. Smaller producers might have the interest and be more willing to try something new and unusual, par- stopped. (Both companies later went into bankruptcy administra- tion.) Truett-Hurst has put the proj- ect on hold because it hasn't found another manufacturer who can make the bottles at the rate and quality it requires. Glass bottles aren't going to dis- appear from wine shelves anytime soon. For one, consumers associate glass with environmental sustain- ability because it's recyclable — but its weight and the cost of transport and carbon footprint diminishes its eco-viability. Consumers also often associate a heavy glass bottle with a premium product, says Sterling. Switching to lighter glass means carefully rethinking the entire pack- age design so that quality indicators aren't lost. "What I'm hearing from clients is concern about finding the most ecologically sound options that will also let them project the right brand image," she says. "With lighter-weight glass, we have to work harder in other parts of the packaging to convey quality, but it's a worthwhile tradeoff." In Europe, directives adopted by the European Union compelled producers to reduce their carbon footprint, and glass manufacturers looked for and created novel pro- duction methods that would cre- ticularly if it helps them stand out from the crowd, but they often lack the resources. Investing in new packaging is a huge risk, says Cynthia Sterling, principal of Sterling Creativeworks based in Napa, Calif. "The tiny producers don't have a research and develop- ment budget. The big ones do, but they're very cautious — and under- standably so." A recent example is PaperBoy Wines, a brand of Healdsburg, Calif.-based producer Truett-Hurst, w h i c h w a s p u t , a s t h e n a m e implies, in paper bottles. But the first manufacturer, GreenBottle, had problems with production. The next producer had quality con- trol issues, and production was TricorBraun issues a certificate testifying to green practices to wineries that use 90% ECO series bottles, such as the Ardagh Group line shown here. + Wine producers are adopting more green packaging choices. + Younger generations of consumers have high expectations of sustainability. + Innovators are creating novel processes and new materials in response to the eco-packaging challenge. + Design plays an important role with new packaging in maintaining premium cues. AT A GLANCE