BANROCK Station, of Accolade Wines, is bringing its wines in the Packamama flat bottle to the Netherlands.
The move follows the bottle’s success in the UK and Australia, with it made from recycled material produced in the Netherlands.
To highlight the bottles’ benefits, the brand has chosen to enhance the labels on the bottles with the message ‘Hey! I’m a recycled bottle’. The 75cl bottles are made from 100% recycled PET (rPET), which it said requires 75% less energy to produce and emits 79% less CO2 than virgin PET. The bottles are also described as ‘fully, easily and widely’ recyclable.
Weighing just 63g, the Banrock Station bottles are said to be 81% lighter than lightweight glass bottles, resulting in significant CO2 savings across the supply chain. The flat design is 25% spatially smaller than Accolade Wines’ equivalent round glass bottle, whilst still containing 75cl of wine.
Tom Smith, marketing director at Accolade Wines, said, “We pride ourselves on our environmental ethos and our aim is to galvanise consumers to pick positive choices for themselves and our planet, as well as supporting retailers to meet the demand for green products. We know that 62% of customers say they want to buy from sustainable brands and 37% of global consumers are influenced by ethical credentials when purchasing alcohol.
“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. This will also allow Banrock Station and retailers to target younger consumers, who overall are more aware and concerned about the future of the planet. We’re pleased to collaborate with Packamama to bring this exciting technology to market, benefitting both retailers and consumers.”
Amelia Dales, commercial director at Packamama, added, “We are thrilled to see the continued growth of Banrock Station in Packamama bottles. The new listings in Gall & Gall will give Dutch consumers the opportunity to discover delicious Australian wines in multi-award winning bottles that fit easily and sustainably into their lives. Packaging is the single most impactful choice a consumer can make when it comes to helping to reduce the carbon footprint of the wines they enjoy. The Banrock Station brand and messaging does a fantastic job of communicating a positive packaging change.”
