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Wine is seen as a sustainable product, according to a study by Wine Intelligence, a market research institute specialising in consumer research. Its director Lulie Halstead said at a press conference: "There is evidence that consumers are not ready to do more for sustainability in wine. The main reason is that they already believe that wine is sustainable. They say 'wine is natural'; in the consumers' mind you press grapes, put the juice in a barrel and then put it in a bottle."

An interesting detail of the survey shows that glass bottles, although significantly heavier than other materials, are seen as the most sustainable form of packaging by 55 per cent of respondents. The bag-in-box, which is favoured by many beverage retailers, is only approved of by 35 per cent. Halstead: "While they look at a plastic bag and think it's not good for the environment, they look at wine in a glass bottle and think that's fine; it's recyclable." This apparently ignores the fact that glass recycling requires large amounts of energy to transport and melt down. But bag-in-box or the recently introduced paper wine bottle also suffer from the fact that their material layers such as metallised foil, plastic and cardboard are difficult to separate, which is necessary for recycling.

In terms of promoting organic or "natural" wine, Halstead noted that the current image of wine is "an opportunity but also a bit of a dilemma for wine, because it already has a positive, sustainable position. So now when you start discussions, what kind of feeling do you give to consumers?"

(al / Source: drinksbusiness.com; Photo: 123rf - scukrov)

More on the topic:
Cardboard wine bottles aim to conquer global wine industry - Frugal bottles have six times smaller carbon footprint than glass bottles

Glass manufacturer Encirc introduces "world's most sustainable glass bottle" - Complete production from recycled glass with bio-fuel


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