sales and marketing Switching to Lighter Bottles: The Beneficial Domino Effect for Wineries

Michael S. Lasky

Beginning in March 2020, many wineries were compelled to make the switch to lighter-weight bottles when the heavier glass they previously used was no longer available due to pandemic-fueled manufacturing slow-downs and shipping constraints. While some may have felt that consumer quality perceptions were compromised, the resulting cost savings were a thrift y trade-off— and a significant notch toward reaching sustainability goals.

Although glass production has mostly returned to its pre-pandemic level, the ecologically conscious wine industry has nevertheless expanded its use of lighter glass bottles in place of heavier ones.

Jason Haas, general manager of Tablas Creek Vineyard in Paso Robles, said lightweight glass has several advantages.

“It takes fewer raw materials and less energy to make, it weighs less empty and full, so cases require less fuel to transport, and you can fit more pallets on a truck before you reach the truck’s weight limit. It also makes bottles that are easier to pour and fit better in most people’s wine racks,” Haas said.

Honig noted that because distributors and wholesale customers like to ship full pallets, another benefit is that the winery can ship them four additional cases on each order, increasing revenue.

Another incentive for using lighter-weight bottles is consumer acceptance. In fact, virtually every winery WBM contacted reported only positive feedback from customers who seem to be more concerned about what’s in the bottle rather than the vessel itself.

Crimson Wine Group also put its glass bottles on a diet. The company, which owns seven wineries across California, Oregon and Washington, reported that in the three or so years since it transitioned all winery brands to lighter-weight domestic glass, it has been able to reduce its carbon footprint by 300 tons annually, as well as lower costs.