Packaging trends: The shift from glass to carton in wine packaging

The wine industry is experiencing an exciting transformation in how it presents its products, moving beyond the traditional glass bottle to a world of innovative packaging options. While glass has long been the go-to choice for wine packaging, we now see everything from cartons to cans and even biodegradable materials hitting the shelves. Let’s explore the latest trends in wine packaging and the inspiring stories behind these changes, including some exciting developments from Africa. 

The Glass Bottle Legacy 

For generations, glass bottles have been synonymous with wine, symbolizing quality and craftsmanship. They protect the wine from light, helping it retain its flavor and integrity over time. However, as we’ve become more aware of our environmental footprint, the hefty weight and fragility of glass and the energy required to produce and transport it have raised questions about its sustainability.  

Embracing Sustainability 

Today’s consumers are increasingly conscious of the environmental impact of their purchases and often seek brands that prioritize eco-friendly practices. This shift has led to the emergence of alternative packaging solutions that reduce waste and carbon emissions.  

Take Fetzer Vineyards, for example. They’ve stepped into the future with their eco-friendly wines packaged in Tetra Pak cartons. “Our goal was to make eco-conscious wines more accessible,” says Cathy Huyghe, Fetzer’s Sustainability Director. “Tetra Pak not only reduces waste but also lowers the carbon footprint associated with transportation, as they are lighter than glass.”  

In South Africa, companies like DGB (Pty) Ltd. are also embracing sustainability. They’ve launched award-winning wines in bag-in-box packaging. “Our bag-in-box offerings extend shelf life and reduce packaging waste, making wine more accessible for all,” shares marketing manager Lindy Rothschild. It’s a perfect blend of quality and convenience. 

The rise of canned wine 

Canned wine is another trend that’s shaking things up. Initially seen as a novelty, it’s now gaining popularity, particularly among younger drinkers who appreciate its convenience and portability. According to a report from IWSR Drinks Market Analysis, canned wine sales have soared in recent years, and this growth shows no signs of slowing down. 

Underwood Wines is leading the way in this space, offering a range of wines in cans that are perfect for outdoor adventures or impromptu picnics. Founder Ryan Harms explains, “Canned wine represents a shift in perception; it’s about making wine accessible and enjoyable in any setting—without the need for a corkscrew or glassware.” In Kenya, brands like Bodega de Vino are also tapping into this trend, attracting younger consumers eager for on-the-go options. 

Creative branding 

The evolution of wine packaging also opens the door to creativity in branding. Unique materials and striking designs help wineries stand out in a crowded marketplace. For instance, La Vieille Ferme’s minimalist approach highlights the wine itself, creating an elegant and sophisticated look. 

On the flip side, some companies are embracing bold colors and artistic labels to appeal to a younger demographic. Take The Delicious Monster, for instance. Their vibrant, playful graphics set them apart from traditional wine packaging. Marketing director Lila Santos believes that “Wine should never be boring. Our design reflects our philosophy that enjoying wine should be fun and approachable.” 

Innovating with biodegradable materials 

As sustainability takes center stage, innovations in biodegradable packaging are gaining momentum. Exciting developments in plant-based materials are reducing our reliance on fossil fuels. For instance, South African startup Zinto is creating eco-friendly packaging solutions that use biodegradable materials, perfectly blending functionality and environmental responsibility. Founder Thandi Mthembu states, “Our goal is to create packaging that holds wine while also reflecting our commitment to the planet.” 

Another inspiring example is Dong Kim’s ‘Wine in a Glass’ initiative, which aims for fully compostable packaging. Kim’s vision not only addresses waste concerns but also educates consumers on sustainable practices in the wine industry. 

The E-commerce revolution 

The COVID-19 pandemic has accelerated the shift toward e-commerce, and the wine industry is no exception. As more consumers turned to online shopping, wineries had to rethink their packaging to ensure safe deliveries without compromising quality. This has led to an emphasis on durable, lightweight materials that can withstand the rigors of shipping. 

Brands like WineSociety are seizing this opportunity to innovate. They offer curated wine subscription boxes in specialty packaging designed to protect bottles during transit. “Our packaging not only prevents breakage but enhances the unboxing experience for our customers, making them feel special when they receive their wine,” says spokesperson Sara Weller. 

Enhancing the consumer experience 

As consumer preferences evolve, the experience of opening a bottle or package is becoming increasingly important. More brands are exploring tap systems and gravity-fed pouring options that minimize oxidation and enhance taste consistency, catering to the trend of in-home entertainment and wine tasting experiences. 

The Coravin wine preservation system is a perfect example of this shift. It allows consumers to pour wine from unopened bottles using a needle that penetrates the cork, providing convenience and elevating the enjoyment of fine wines over extended periods without deterioration. 

The world of wine packaging is undergoing a remarkable transformation, driven by sustainability, consumer preferences, and technological advancements. From eco-friendly cartons to convenient cans, the industry is embracing new materials and concepts prioritizing quality and environmental responsibility. 

With industry pioneers in Africa and beyond at the forefront, the future of wine packaging looks promising. It will blend style, sustainability, and convenience in ways that resonate with the modern consumer. This evolution reflects broader trends in consumer behavior, reminding us that even centuries-old traditions can adapt and thrive amid change. 

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