16 Apr 2020 — High-end UK grocer Waitrose has unveiled an eco-friendly tube packaging for wine. The launch comes in collaboration with Italian Orion Wines and features a bag of wine within a tube. The novel packaging format is 100 percent recyclable and contains the equivalent of three glass bottles of wine. Once opened the wine stays fresh for roughly ten days longer than it would with traditional 75 cl bottles.
The Waitrose launch is the latest in packaging innovation in the wine space which has been accelerating recently. Examples include Amcor’s bespoke, recyclable closures and Winerytale’s augmented reality (AR) app, which offers personalized smartphone-scannable labels. Waitrose also notes that alternative wine formats are becoming increasingly popular with shoppers.
The tubed wines are made by Alessandro Michelon, Head Winemaker at Orion Wines and are both organic and vegan. Already popular with Waitrose shoppers in its bottled format, the Maree d’Ione Fiano from Puglia has aromas of green apple,…
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