Accolade Wines has launched a flat 75cl plastic wine bottle in UK supermarkets.
The packaging, under the company’s Banrock Station brand, uses recycled plastic and is almost one-tenth the weight of a regular glass bottle of the same volume. Accolade also said the bottle is 40% smaller than the average glass bottle, meaning that more than twice the volumes can be shipped on the same size of pallet.
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By GlobalDataAccolade Wines brand manager Lindsay Holas said the move allows Banrock Station to target younger consumers, who are more aware of environmental issues.
“The move to using these flat wine bottles is a big step in Accolade Wine’s environmental journey as we manage our business in a responsible manner from vineyard to the consumer,” Holas added.
The wine is packaged at Accolade’s UK bottling plant, Accolade Park.
Banrock Station Merlot is available now in branches of Co-op in the country with an SRP of GBP7.50 (US$9.70). A Chardonnay will follow later this year.
The activation is in partnership with Garcon Wines, which in January last year unveiled a “letterbox-friendly” flat wine bottle. The bottle was designed for postal delivery, while the Banrock Station packaging targets supermarket retail sales.
The new format comes amid a number of environmentally-friendly activations from Accolade. In September, the company said its core wine brands in Europe have been certified carbon-neutral.
