Australian Accolade Wines brings Packamama’s flat wine bottles to the Netherlands
23 Aug 2023 --- Accolade Wines is switching to Packamama’s 100% recycled PET (rPET) flat bottle for the Chardonnay and Merlot varieties of its Banrock Station brand in the Netherlands. Launched in Gall & Gall liquor stores, the 75 cL flat bottles reportedly require 75% less energy to produce and emit 79% less CO2 than virgin PET.
“Packamama eco-flat bottles are made from 100% recycled PET, produced in the Netherlands, and after use, they can be recycled in the Dutch recycling system,” Amelia Dales, commercial director of Packamama, tells us.
“The bottles are not part of the deposit return scheme as wine bottles are excluded [in the Netherlands]. However, they can be recycled through the standard Dutch mixed collection system where material contributes to non-food grade recycled plastics and the products produced from this material.”
Furthermore, Dales says that the rPET material for the Packamama bottles comes from North-eastern Europe and is processed into food-grade PCR content in the Netherlands.
Dutch circularity
Packamama shares that the Green Future Index 2022 ranks the Netherlands third in a comparative ranking of 76 nations and territories on its ability to develop a sustainable, low-carbon future, “showing the importance placed by the Netherlands in finding lower carbon alternatives like Packamama bottles.”
“The new listings in Gall & Gall will allow Dutch consumers to discover delicious Australian wines in multi-award winning bottles that fit easily and sustainably into their lives,” says Dales.
“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 do a fantastic job of communicating a positive packaging change.”
The bottles feature a label with the message “Hey! I’m a recycled bottle.”
Vineyard to consumer
The flat wine bottle supplier details that the Banrock Station bottles are 81% lighter than lightweight glass bottles, resulting in CO2 savings across the supply chain. The flat design is 25% spatially smaller than Accolade Wines’ equivalent round glass bottle while still containing 75 cL of wine, contributing to packaging efficiencies.
“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,” says Tom Smith, Accolade Wines’ marketing director.
“The move to using these flat wine bottles is a big step in Accolade Wines’ environmental journey as we responsibly manage our business from vineyard to the consumer. This will also allow Banrock Station and retailers to target younger consumers who are more aware and concerned about the planet’s future.”
Meanwhile, regarding expansion plans in the pipeline, Accolade Wines tells Packaging Insights: “We are focusing on Banrock at the moment to ensure we develop strong brand equity and recognition with our consumers and shoppers. We want to add more SKUs to the Banrock range from our Australian portfolio.”
By Radhika Sikaria
