Australia’s largest wine company, Accolade Wines, has identified a growing trend in the local market towards environmentally-friendly packaging, which it believes is transforming the global wine industry.
“From our beloved boxed wine to single-serve spritz in a can, Aussie consumers are increasingly looking for ways to enjoy a glass of wine, guilt-free,” said Sandy Mayo, head of Global Marketing at Accolade Wines, adding that Australians are “increasingly interested” in enjoying wine in ways that are better for the environment.
Statistics from a shopper panel survey in 2018-2019, undertaken by market research company Roy Morgan Wine Intelligence, shows that 58 per cent of regular drinkers worry about climate change and try to minimise their personal impact, while 73 per cent of millennials will try to buy products in recyclable packaging.
“Aussies have been known to be early adopters to sustainable practices and value these as part of their purchasing choices. Sustainably-focused, new and nostalgic alternatives are being well received for their lesser environmental impact. Every small step counts,” said Mayo.
Trend 1 – Wine in a box
Invented in Australia in 1965, Australia’s ongoing love affair with ‘cask wine’ or ‘wine in a box’ is trending once again as the category undergoes a nostalgic revival with a number of wine brands reintroducing and reinvigorating the beloved Aussie classic, says Mayo.
“Cask wine has come a long way in the last 65 years, with the overall quality and premiumisation of the wine available. Since the start of the pandemic, we’ve seen a rise in mindful consumption and this format offers excellent value for those looking to enjoy the occasional glass of wine without having to open a full bottle,” she added.
Boxed wine is convenient and easy to transport and the lighter packaging also reduces carbon dioxide emissions. Accolade Wines says the box and contents of its wine brands are 100 per cent recyclable and remain fresh for up to six weeks, offering excellent value for money and do not sacrifice taste and quality.
As an example, eco-friendly wine brand and winners of the South Australian Tourism Awards, Eco-Tourism Category Banrock Station, produces their popular range of South Australian wines in a convenient box pack.
Trend 2 – Bagnum
The Bagnum is one of the latest innovative formats to enter the wine market, think ‘wine bag meets magnum’. The unique design offers convenience, affordability and sustainable packaging all rolled into one. The Bagnum is twenty times less than the standard wine bottle and contributes 20 per cent less environmental impact compared to a standard bottle of wine.
“The Bagnum is set to be the trendiest accompaniment at summer picnics and get-togethers – perfect for the Aussie lifestyle. It is easy to store in your fridge or esky, laying down or standing up. It is ultra-portable with an integrated carry handle and easy to pour tap allowing you to pour straight into the glass,” said Mayo.
According to Accolade Wines, Cupio Bagnum boasts “superior” eco-credentials and equates to two bottles of wine, remaining fresh refrigerated for up to 30 days after opening.
Trend 3 – Ready-to-drink Spritz in a can
Mayo says that it is no surprise that the newest generation of wine connoisseurs enjoy sipping their favourite drop in a more relaxed and casual environment – the demographic shift has led to the latest alternative to hit the wine market with premium spritzes available in the perfect on-the-go aluminium can.
“We’ve seen that aluminium can dominate the wider beverage industry for years with both beer and the latest Seltzer craze. This ready-to-drink category has surged in popularity globally, and within Australia over the last few years, primarily driven by millennials,” points out Mayo, adding that a general health and wellness shift is steering consumers to choose lower-ABV drinks to enjoy, and the portable, single-serve formats (including cans), have become more appealing for casual drinking
occasions.
“A ready-to-drink Spritz is ideal for those looking to moderate alcohol consumption and still enjoy the perfect serve,” she said.
A good example of this, she says, is iconic Australian sparkling wine brand Yarra Burn, which recently released a collection of premium spritzes, available in a ready-to-drink and lower in alcohol (at 9 per cent ABV) than existing traditional sparkling wines.
The “convenient and stylish” Yarra Burn Spritzes come in four and refreshing styles, Prosecco Spritz, Rosé Spritz, Prosecco Spritz with Orange Bitters and Cuvée Spritz.
Trend 4 - Flat wine bottles
In 2020, Accolade Wines released a Banrock Station flat wine bottle range made from 100 per cent PET plastic in the UK.
The wine brand collaborated with Garçon Wines (under new brand Packamama) on the initiative, and delivered two of its Merlot and Chardonnay varieties in the certified carbon neutral flat bottles.
The bottles weigh only 63-grams when empty and are 87 per cent lighter than the average UK glass wine bottle. It further ensures around 90 per cent more wine can fit on a pallet as its flat bottle design takes up 40 per cent less space than a regular wine bottle.
“The move to using these flat wine bottles is a big step in Accolade Wines’ environmental journey as we manage our business in a responsible manner from vineyard to the consumer,” said Accolade Wines brand manager Lindsay Holas.
“This will also allow Banrock Station and retailers to target younger consumers, who on the whole are more aware and concerned for the future of the planet. We’re pleased to collaborate with Garçon Wines and the Co-op to bring this exciting technology to market, benefitting both retailers and consumers.”
Roy Morgan Wine Intelligence.
