Small observation, but I was struck by Tracey’s points at
the end of class. Given she’s part of a wine lobbying organization, it makes sense
that she would belittle CO2 standards and FDA regulations on nutritional
information disclosure. Interested in the former, I was curious to learn if her
statements were warranted. It turns out that fermentation contributes a very
small amount to the overall environmental impact of wine production – the largest
portion comes from wine transport to the end consumer. In the U.S. alone, ~95%
of wines come from the west coast; environmentally, it costs a lot to ship heavy
glass bottles across the U.S., let alone around the world. Better packaging –
think boxed, etc. – would not only cost the consumer less economically, but it
would produce fewer CO2 emissions as well.
There’s some hope that this trend picks up –
according to a study by Allied Development, alternate packaging is stealing
share from glass bottles and is projected to continue. Not only do other
materials have better features from a practicality perspective, but they stand
out to younger consumers who are more willing to part from staid wine tradition.
Thanks for sharing! On your last paragraph around new types of packaging, I have also been intrigued by the new types of packaging that exist for wine (especially as we are working on our final brand project). Boxed wines and cans have obviously been penetrating the market but my group recently found pouched wine as well - similar to the Caprisuns we used to drink when we were little!
ReplyDeleteThe brand is called Electric Rose and it is definitely a brand targeted at millennial females. I am a bit surprised by the packaging only because when I first saw it, I thought it looked like an energy drink so I am curious on what the pouch adds to the wine drinking experience. Will it be a fad or will this last as a desired way to consume wine?
http://electricrose.co/