How can we get consumers to try alternative wine packaging? By Jakob Mesidis, Bill Page, Larry Lockshin, Armando Maria Corsi and Justin Cohen Ehrenberg-Bass Institute for Marketing Science, University of South Australia Calls from consumers, advocacy groups, and governments have seen industries adopt practices to reduce their CO₂ output. To this end, the wine industry
By Greg Stokes The world’s first known winery dates back to 4100BC in Europe. Large earthenware vessels (Qvevris) were used to store the wine and were covered with beeswax and were possibly in use as early as 6000BC. People have been drinking wine for millennia and over the years, the wine containers have changed. A
How should wine brands collaborate with influencers, and what’s the point? By Dr Rebecca Dolan, Senior Lecturer of Marketing and Wine Business Program Director, Adelaide Business School, The University of Adelaide Introduction The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage with
Packaging! Sometimes there can be too much, sometimes there can be too little… but how do you get the balance of product versus packaging just right? Ralph Moyle from the Australian Institute of Packaging talks about achieving ‘the Goldilocks spot’ as he presents some all-important guidance for wineries to make their packaging more sustainable as
The 2021 PACKWINE Forum & Expo is still live and available to access until the close of business on 30 June. If you haven’t already viewed the Forum’s webinar presentations, suppliers’ stalls in the Expo Hall or seen all the winners of the inaugural PACKWINE Design Awards, now is your chance. Visit the PACKWINE event
As the wine industry continues to review its impact on the environment, companies on both sides of the Tasman are reviewing the materials used to package wine, and in doing so, creating innovative alternatives for producers seeking sustainable options, as Simone Madden-Grey writes. The recent Wine Intelligence report Global SOLA: Opportunities for Sustainable and Organic
As part of its PACKWINE initiative, Winetitles Media recently invited members of the Australian and New Zealand wine industries to participate in a survey that explored their thoughts on and usage of packaging alternatives to glass bottles. The survey also asked wine company representatives to identify the current focus of their marketing spend and the
By Ben Luker Awareness of alternative packaging amongst Australian drinkers is on the rise, but COVID-19 has limited opportunities for conversion. The key drivers towards casks and cans are portability and the desire for smaller portion sizes amongst younger drinkers. However, the pandemic has removed the out-of-home occasions where this is most relevant, limiting demand.
There seems to be a temptation for wineries and other packaged consumer goods producers to adapt their packaging to different countries and different cultures. The adaptation can range from merely translating the words on the package to the language of a country or culture to redesigning the whole package to be more appealing to the