Sustainability in the Wine Industry: A Look Beyond the Vineyard
How sustainable practices are changing the wine industry
Sustainability is a broad concept that encompasses environmental, social, and economic practices aimed at balancing human needs with preserving natural resources for future generations. In the wine world, sustainable practices start in the vineyard, with reduced use of natural resources like water and energy, renewable techniques, and waste recycling. However, sustainability goes far beyond that—it includes the entire production chain, such as packaging choices, logistics, transportation, and even product marketing.
Working sustainably is no longer just a trend—it's a necessity. According to a NielsenIQ report, 69% of global consumers consider sustainability more important today than two years ago. Additionally, 63% of regular wine drinkers are concerned about climate change and seek to reduce its impact, according to IWSR/Wine Intelligence study.
In this edition, the Winext Blog explores how sustainability extends beyond vineyards, highlighting innovative solutions in packaging, green logistics, and consumer education while also addressing the challenges of greenwashing in the industry.
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Reducing Bottle Weight: Less Glass, Fewer Emissions
Although there is a clear global trend toward lighter bottles, in Brazil and other parts of the world, bottle weight still heavily influences consumer perception. Heavier bottles are often associated with higher-quality products. Unfortunately, this perception overlooks more important factors such as the origin of raw materials, careful production processes, and, most importantly, environmental impact.
According to the International Organisation of Vine and Wine (OIV), the wine sector contributes approximately with 265 million tons of CO₂ emissions per year, with up to 30% of these emissions linked to packaging and transportation. Of the carbon emitted in bottle production, 85% comes from the glass itself. Glass manufacturing requires a high amount of energy, and heavier bottles lead to greater emissions during transportation due to increased fuel consumption.
Thus, lighter bottles mean less energy consumption during production and lighter loads that require less fuel, reducing CO₂ emissions. According to an analysis by The Carbon Trust, a small change—such as lowering bottle weight by 20%—could save more than 200,000 tons of CO₂ per year, equivalent to taking 40,000 cars off the road.
Several major wineries worldwide, such as Familia Torres and Catena, are making changes to their packaging. Spanish winery Torres, for instance, has reduced bottle weight by 15%, saving around 9,000 tons of CO₂ annually. Meanwhile, Argentina's Catena has been working on reducing bottle weight for over a decade, achieving a 40% reduction since 2010. The bottle of Catena Appellation Malbec, for example, went from 700 to 380 grams.
In Brazil, Salton has introduced packaging with a lower percentage of glass, known as “garrafas aliviadas” (lightweight bottles). In addition to reducing carbon emissions, this change also impacts transportation at every stage. Maurício Salton, CEO of the winery, explains: "Lightweight bottles reduce a truck's weight by up to 30% when carrying 1,000 bottles."
Alternatives to Glass: Cans, Bag-in-Box, and More
Alternatives to glass packaging, such as bag-in-box and aluminum cans, are gaining ground in the market, offering both practicality and a significantly lower ecological footprint.
Although traditional consumers may resist alternative packaging, aluminum cans have seen significant growth in Brazil in recent years. According to ABRELATAS (the Brazilian Association of Aluminum Can Manufacturers), production increased by 12% in the first half of 2024 compared to the same period in 2023. These numbers reflect changing consumer behavior driven by both convenience and sustainability.
Lovin' Wine: Brazil's First Premium Canned Wine
Lovin' Wine, Brazil's first premium canned wine brand, is an excellent example of this transformation. Since its launch in 2020, the company has expanded its operations. Cans are not only practical (easy to open, transport, and chill) but also environmentally friendly. With an efficient recycling process—where a can may be back on store shelves in just 60 days—they require only 5% of the energy needed for production and reduce carbon emissions by 95% compared to glass bottles.
Miolo on the advantages of Bag-in-Box (source: company’s website)
Another sustainable solution is bag-in-box packaging. According to recent data from Uvibra, sales of fine wines in this type of packaging increased by 18% between 2019 and 2024, now representing 4% of total wine sales (750ml bottles still account for 91%). This type of packaging offers several benefits, including lower logistics costs, easier transport, reduced breakage risk, and 40% less weight than glass bottles.
Miolo, one of Brazil's largest wine producers, has invested in bag-in-box packaging, offering 3- and 5-liter options. Besides being sustainable, this packaging makes fine wines more accessible to consumers. Some of Miolo's lines available in this format include Almadén, Terranova, and Seleção.
Paper Bottle?
In 2020, a highly innovative solution was introduced: a wine bottle made from recycled cardboard, developed by the British company Frugalpac and first adopted by Cantina Goccia in Italy. Composed of 94% recycled paper with a food-grade inner lining, the bottle weights just 83g—up to five times lighter than a traditional glass bottle. This results in a significant reduction in CO₂ emissions, including those generated during transportation. The carbon footprint of the Frugalbottle is 84% lower than that of conventional bottles. Additionally, the bottle is fully recyclable—simply separate the inner lining from the paper.
Frugalbottle, first bottle produced with recycled cardboard. (source: release)
Green Logistics: Rethinking Transportation
Wine transportation accounts for 42% of the carbon footprint of an exported bottle and is one of the largest sources of CO₂ emissions in the wine production chain, according to OIV data. In response, wine producers worldwide are actively seeking solutions to minimize this impact.
For instance, by optimizing routes and using lower-impact transportation methods such as ships and trains, carbon emissions can be significantly reduced. Another highly effective solution is bulk wine transportation, which can cut emissions by up to 40% compared to shipping bottled wine. However, it is important to note that Brazilian legislation does not allow bulk wine imports.
Additionally, initiatives to prioritize maritime and rail routes have been gaining traction, as rail transport emits about 15 times less CO₂ per ton-kilometer than road transport, reinforcing its importance in sustainable logistics.
Consumer Education: The Key to Recycling Success
Glass is a 100% recyclable material that can be transformed into new packaging indefinitely, without any loss of quality. However, unlike aluminum, which boasts recycling rates close to 100%, a relatively small percentage of glass bottles are recycled globally. According to data from ABIVIDRO (Brazilian Association of the Glass Industry), over 1 million tons of glass are produced annually, but only about 25% is effectively recycled.
Consumers need to understand that they are also part of the sustainability chain, which is why education on this topic—especially regarding recycling—is crucial. A bottle made from recycled materials requires 50% less energy than producing a new one and significantly reduces carbon emissions.
Educational campaigns, whether through social media, at wineries, or in retail stores and importers, should highlight the positive environmental impact of recycling. Consumers must be informed about the correct process for sorting recyclable materials and where to find collection points or drop-off locations. Retailers and sales points can implement initiatives to encourage bottle returns, such as discount programs for those who bring back used bottles.
Ricardo Mori, winemaker at Cooperativa Vinícola Garibaldi, explains that around 60% of the glass used in new bottle production comes from recycling. He emphasizes the importance of raising consumer awareness to advance sustainable practices.
"It´s essential for consumers to separate glass from other materials when discarding it, making recycling easier and increasing the percentage of reused glass in new packaging."
Ricardo Mori, winemaker at Cooperativa Vinícola Garibaldi
In 2022, Salton, which takes part in reverse logistics and environmental awareness programs, allocated R$ 1.1 million to initiatives such as "Ecocert" and "Glass is Good," aiming to increase glass bottle recycling and reduce the environmental impact of its operations.
Glass is Good -Abrabe.org infographic
Greenwashing: When Sustainability Is Just Marketing
With the increase in sustainability actions and claims, many companies may fall into the practice known as greenwashing—when they promote themselves as “green” without actually aligning their practices with the message. Advertising exaggerations and fictitious promises can undermine consumer trust in the brand or damage the credibility of sustainability as a whole, and therefore should be avoided.
IA generated image
Efforts must be genuine and not just marketing strategies. Producers must demonstrate a genuine commitment to sustainable practices, and environmental impact should be prioritized throughout the production chain. It's not enough to reduce water consumption and waste in wine production while continuing to bottle it in extremely heavy packaging.
Investing in certifications is also important, but it's not sufficient. More than that, it is necessary to be transparent in communication, clearly informing the public about the elements of sustainable production, encouraging them to choose products with a smaller environmental footprint, and supporting brands that prioritize sustainable practices.
For example, Cooperativa Vinícola Garibaldi provides a Sustainability Report on its website, showcasing its practices and commitments related to sustainability.
Implementing Sustainable Practices
To begin the journey toward sustainability, the first step is to conduct a thorough assessment of operations, identifying areas with the most environmental impact, such as water consumption, energy use, and waste generation. From there, clear and measurable goals should be set. Simple actions, like implementing rainwater harvesting systems, using renewable energy sources, and transitioning to lighter bottles, are a good start. Additionally, it is important to train the team and local employees, promoting training sessions and partnerships that emphasize the importance of sustainable practices. Seeking "green" certifications can also be beneficial in some markets.
By adopting environmentally protective practices, the wine industry has the opportunity to position itself as a model of sustainability. However, it is crucial to examine every step of the production chain. The use of lighter bottles, alternative packaging, and the optimization of logistics and transportation, in addition to contributing to a healthier environment by reducing carbon emissions, can cater to a more conscious and demanding audience.
Consumers must be continuously educated on the topic so that they can clearly understand the positive impact their behavioral changes can have on the environment. Brands, in turn, need to communicate clearly and transparently with consumers about the practices they have adopted, avoiding greenwashing. This way, in addition to helping the environment, they can strengthen their image and increase their credibility.
Sustainability is no longer optional—it's essential for brands that want to stay relevant. Respecting the environment is a commitment to both the present and the future.
Learn more at:
The Washington Post “ Winemakers are using lighter bottles to go green” , Wine makers are using lighter bottles to go green - The Washington Post
Meet the Frugal Bottle”, Frugal Bottle - Frugalpac
Forbes by Erica Duercy “How Laura Catena Is Tackling Wine’s Sustainability Challenges, How Laura Catena Is Tackling Wine’s Sustainability Challenges
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