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How wine bottles can use colour and shape to differentiate brands

By Sebastian Day , 02-Jul-2010
Last updated on 02-Jul-2010 at 23:02 GMT

New bottle designs from Italy are using glass colour and shaping to differentiate wine brands, while closer to home, the environment continues to dominate brand communication in the sector.

Three prosecco wines from family-owned producer Ruggeri are now in bottles which combine oak-coloured glass with a tapered profile. Both these elements contrast with the traditional design for prosecco.

Four varieties of Ruggeri's Valdobbiadene prosecco use the bottles, which were created by O-I's European new product development department. In the UK, the world's largest importer of wine, the emphasis remains on glass lightweighting and bulk importation.

According to the Waste & Resources Action Programme (WRAP), its GlassRite project has notched up glass savings in excess of 27,000t a year since it began in 2006.

It has also led to 190M more bottles of wine being bulk imported, helping to utilise over 25,000t of domestic green cullet.

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