Bottoms Up: Rethinking Wine Packaging for Millennials

November 06, 2014


For far too long, wine had an uppity reputation. It was seen as the uptight old guy compared to the hip craft beers and mixed drinks. However, wine has been making a comeback as Millennials are getting a taste for fermented grapes.

Although older shoppers are still the largest consumer of wine, Millennials now make up 27% of the market. This shift toward a younger audience has changed the wine industry in several ways including lower prices, marketing on social media and launching of new brands.

wine packagingAnother major change is in the packaging. The days of thick 750ml glass bottles may be limited. Younger wine drinkers want a more sustainable, eco-friendly way to consume wine. Several types of alternative packaging for wine emerge in the market.

Wine pouches, like those from Bonefire Wines, require less than one-seventh of the energy to be produced than traditional bottles. That means decreasing the carbon footprint of wine by 80%.

Box wine used to be a punchline. Now it’s back in style. By packaging wine in a box, wine makers can lower their prices and offer a more environmentally friendly product.

Winemakers are also selling wine in a wider variety of sizes. Offering more volume options means that wine becomes more accessible to Millennials and their modest budgets.

“We’ve barely scratched the surface on alternative packaging. We will see more boxed wine, aluminum bottles and other innovative ways to present wine outside the standard wine bottle,” Melissa Saunders, owner of wine importer Communal Brands, recently told Fox Business.

Wine isn’t the only place that Millennials are having an impact. As generations shift, your packaging needs to shift as well. Ernest works hard to help our clients think about their future and adjust your packaging to meet your audience’s habits.

So fill your glass and contact us about your packaging needs. This round is on us.