A group of environmentally conscious wine brands have joined forces to launch the Alternative Packaging Alliance (APA), a US-based coalition aiming to transform the industry's approach to sustainability.
The APA's primary goal is to reduce reliance on single-use glass bottles, a significant contributor to the wine industry's carbon footprint.
The alliance believes that alternative packaging options represent a key element of comprehensive sustainability efforts within the wine sector. The founding members are Juliet Wine, Communal Brands, Really Good Boxed Wine, Giovese Family Wines, Nomadica, Ami Ami and Tablas Creek.
"There has been an unprecedented surge in demand for high-end wines in eco-friendly packaging, driven by modern consumers who increasingly shop with the planet in mind", said Allison Luvera, Founding Member of the APA and Co-Founder of luxury boxed wine brand Juliet.
The alliance highlights the environmental drawbacks of traditional glass bottles. Production, transportation, and low recycling rates all contribute to a larger carbon footprint.
Existing eco-friendly packaging options can significantly reduce this impact but require wider adoption within the industry.
The APA outlined its key objectives through a four-point strategy:
- Education: Sharing data and practical resources to demonstrate the environmental and operational benefits of alternative packaging solutions.
- Elevation: Highlighting brands that offer premium wines in sustainable formats and building partnerships to reshape consumer perceptions and increase availability.
- Advocacy: Championing the production, distribution, sale, and consumption of high-quality wines packaged with sustainability in mind.
- Challenge perceptions: The APA aims to move beyond the assumption that alternative packaging equates to lower quality wines.
The APA's initial efforts will focus on raising awareness and driving adoption of alternative packaging. This includes collaborating with industry partners, organising joint retail promotions, and hosting tasting events to showcase the variety and quality of wines available in sustainable formats.
Additionally, the alliance plans to launch publicly accessible resources, including educational materials on the environmental impact of glass bottles and the benefits of alternative packaging options.
The launch of the APA signifies a growing movement within the wine industry towards more sustainable practices. By promoting eco-conscious packaging solutions, the alliance aims to reduce the environmental footprint of the wine sector while meeting the evolving demands of environmentally conscious consumers.
