A recent study conducted by four prominent wine business universities – Sonoma State University, the University of Adelaide, the University of Florence, and the University of South Australia – and linked here, examined US consumers’ perceptions of various wine container types, including:

1. regular glass bottle;
2. lightweight glass bottle;
3. r/PET plastic flat bottle, similar to Packamama’s bottle;
4. can;
5. carton or tetra;
6. cask or bag-in-box.

The study aimed to determine which container was considered the most environmentally friendly and suitable for different occasions. Among these container types, the r/PET flat wine bottle, similar to Packamama’s offering, stood out in several ways:

Seven Benefits of the r/PET Flat Wine Bottle (similar to Packamama):

1. Eco-Friendly: Consumers associate r/PET flat wine bottles with reduced harm to the environment, indicating that this container is perceived as a sustainable and environmentally conscious choice. This aligns with the global trend toward reducing the wine industry’s carbon footprint.
2. Lightweight: r/PET flat bottles are considered one of the lightest-weight containers, making them convenient and easy to handle, especially when compared to traditional glass bottles.
3. Recyclable: Respondents believe that r/PET flat wine bottles are easy to recycle, which is a significant advantage for sustainability-conscious consumers. This trait contributes to their eco-friendly image.
4. Durable: r/PET flat bottles are perceived as durable, suggesting that they are suitable for various occasions and can withstand casual events.
5. Casual Events: These r/PET flat wine bottles are considered great for taking to a casual event, highlighting their versatility and suitability for informal settings.
6. Availability: While newer to the US market, PET wine bottles are becoming more available in certain states, giving consumers access to a sustainable packaging option, with Packamama bottles and their additional flat-pack benefits coming soon.
7. Average Quality and Price: Consumers see r/PET flat bottles as providing average quality wine at an average price, making them an attractive option for everyday consumption.

It’s essential to note that, overall, the study indicates that consumers view eco-friendly alternatives such as r/PET flat bottles as beneficial for the environment and relatively lightweight. However, consumers may not associate lightweight bottles with being environmentally friendly, emphasizing that there is a gap in understanding the impact of bottle weight on wine’s carbon footprint.

Three Key Takeaways for Wineries and Wine Marketers:

1. Adopt Both Glass and Alternative Containers: Wineries can consider using both glass bottles and alternative containers, such as r/PET flat bottles, to cater to consumers looking for sustainable options while preserving traditional wine culture.
2. Communicate Environmental and Quality Messages: Marketers should align their messaging with consumer perceptions. Highlight the environmental benefits of alternative packaging and emphasize the quality and price of regular and lightweight glass bottles, adapting their messages to better resonate with consumers.
3. Experiment with Different Containers for Various Wine Types: Producers can take calculated risks by exploring alternative packaging for different types of wines, considering factors like wine quality, shelf life, and consumer preferences. This approach allows producers to align wine types with suitable container options.

In conclusion, the study shows that while glass bottles still dominate the wine market, consumers are becoming more aware of alternative container options and are open to trying them, including r/PET flat wine bottles similar to those offered by Packamama. Wineries and wine marketers can capitalize on this trend by offering a variety of container choices, effectively communicating the environmental and quality aspects of each, and experimenting with different packaging for various wine types. This research suggests a growing shift towards more sustainable and eco-conscious packaging in the wine industry.