Spotlight on Packamama: Reshaping the wine industry
Wine regions are some of the most vulnerable to climate change due to grape vines for wine production being highly sensitive to climate fluctuation. If temperatures rise over 2 degrees, around 56% of current land suitable for growing grapes could be lost. Yet the wine industry remains wedded to tradition when it comes to packaging, which is the carbon footprint hotspot of wine, giving innovators a unique set of challenges to consider. This is an industry that needs fresh and innovative approaches to sustainability…
Enter Packamama
The Packamama team at our County Hall workspace.
One of the newest members of the Sustainable Ventures community, Packamama, is spearheading sustainable packaging innovation in the wine industry. And, they’re starting by reimagining the highest contributor to wine’s carbon footprint - the round glass bottle.
Packamama, formerly known as Garçon Wines, recognised that packaging is one of the most effective ways to help reduce the wine industry’s environmental footprint. So, their team has set out to develop new and innovative packaging solutions, starting with their eco-flat wine bottles.
Photo Credit: Banrock Station, Accolade Wines
Shaping the Change
Reimagining a product that has remained largely unchanged since the 19th century is no mean feat. Inspired by challenging base assumptions as to how wine should be packaged, Packamama sought to improve upon the round glass bottle while still maintaining the same traditional shape and volume, ensuring to keep consumer appeal.
Head on, Packamama’s eco-flat bottles still look like wine bottles. But by taking a smart cross-section design of a Bordeaux bottle and making it flat, they’re actually 40% spatially smaller, meaning they pack like books. This makes for more efficient packing and reduced transportation costs. Check out how it’s also possible to pack them in two directions:
Made from 100% recycled PET, these bottles are also nearly 9 times lighter than a traditional wine bottle and don’t need extra protective packaging as they’re shatterproof. And, yes plastic often gets a bad rap, but recycled PET (rPET) is actually more energy-efficient and has a lower carbon footprint than glass.
“Not all plastics are equal” says Alex, Packamama’s Sustainability and Innovation Executive. “It’s about being plastic-smart and choosing the right plastics that are easily recyclable and contribute to a circular economy.”
Bucking the trend
Innovating in such a traditional industry comes with its fair share of challenges, and convincing wine makers and consumers to consider alternative packaging options isn’t always easy. However, by presenting facts and data in engaging and accessible ways, Packamama is dispelling the notion that glass is the most sustainable option for commercial wines, which are those typically bought and enjoyed within a year and do not need to be aged in bottle.
A recent listing in Tesco, with two wines from Banrock Station launching in both Packamama bottles and standard round glass bottles at the same price, showed that Packamama’s flat, recycled PET bottles were the preferred option, through rate of sale, repeat purchase and loyalty. The goal is to show that a beautiful and engaging bottle shape helps to change perceptions towards plastic as people are presented with more information about sustainable alternatives.
Banrock Station by Accolade Wines, available in Tesco
What’s next for Packamama?
Since moving to Sustainable Ventures’ workspace at County Hall, Packamama has been continuing to build out ambitious plans for the future.
“It’s inspiring to be around other companies that have shared visions and goals when it comes to sustainability” says Alex.
The team is now exploring other innovative bottle shapes and materials as well as investigating the use of biodegradable materials and further international expansion. Who knows, perhaps another SV member collab is on the horizon!