Naked Winery uses plastic packaging to target a growing breed of wine drinkers

In the rapidly changing world of 21st century food and beverages, new groups of consumers are emerging as important market segments. This presents opportunities for manufacturers and producers. Catering to their needs often requires innovation – not only in terms of products, but also how they are delivered. Naked Winery’s ‘Outdoor Vino’ brand illustrates these broader changes and the solutions available.

PET plastic bottles

The move away from glass to PET (polyethylene terephthalate, a clear, rigid plastic) packaging has been a significant change in the beverage industry. A study in 2018 found that plastic now makes up 45% of packaging material, compared with just 17% for glass.

The study projects that, across the beverage industry, plastic bottles will become a more popular option, comprising 55% of packaging material by 2028, while glass is expected to fall to just 12%.

However, plastic is less prominent in some sections of the market; glass remains by far the most common material for wine. But there are signs of change and Naked Winery is a great example of how and why plastic is a desirable alternative.

Outdoor Vino: plastic packaging for wine ‘on-the-go’

Naked Winery’s Outdoor Vino brand targets consumers who embrace outdoor experiences and adventures. Steph Prange, Head of Marketing at Naked Winery, “We wanted to make an adventure-ready wine that is accessible to all. If you want wine to accompany a picnic, if you want it on a mountain top, wherever you want to go, then these wines will go there with you.”

The decision to create this specific product range was influenced by the winery’s location in the Pacific Northwest region of the U.S. Prange said it was an obvious choice because of the huge community of outdoor enthusiasts who love wine.

There is also a wider trend towards eating and drinking outdoors, such as at home and in restaurants. Global on-the-go claims on the packaging of food and beverage launches rose by 54% between 2011 and 2016.

For its customers to be able to enjoy wine in new settings, Naked Winery had to rethink its packaging strategy. Glass was out, plastic is in – and Amcor’s range of PET bottles designed for wines and spirits proved ideal. Why?

For a start, plastic bottles are a lightweight option. A 750-milliliter glass bottle weighs 400-600 grams but the PET equivalent is just 54 grams. As well as the lighter weight, PET is also shatter resistant, allowing for a more portable package. Naked Winery staff often drop a bottle during demonstrations to prove it. “People get a real kick out of this,” said Prange.

She believes the ease with which consumers can carry plastic bottles is essential to the success of Outdoor Vino’s on-the-go wines: “You can put it in your backpack, in a kayak or jump on your skis and throw it in your backpack. It will make its way to your destination safely.”

Benefits of PET for the wine and beverage markets

Being lightweight and shatter resistant also means that PET bottles are safer than glass equivalents. This is crucial for wine, spirit or beverage brands that ship to consumers directly.

Furthermore, outdoor-loving consumers are not the sole market for plastic packaged wine. Consumption of all beverages, including wine, now takes place in a range of settings, such as neighborhood picnics to concert venues and open-air theatres. In many of these locations, glass is unsuitable, and in some cases, prohibited.

Sustainability and cost advantages of PET

Sustainability is a key concern for many of today’s consumers: 87% of Americans say they are more likely to buy from a company committed to environmentally-friendly practices.

PET represents a sustainable choice, requiring less energy to produce and recycle than glass because it is lighter. This also makes it more energy-efficient to transport, thus leaving a smaller carbon footprint.

The same qualities also translate into lower costs in terms of production and distribution. At Naked Winery, Prange says they’ve noticed plastic’s benefits: “It has a lower production cost than glass, and it allows us to be more competitive within our market. We can pass on the savings we are getting from our lower shipping costs to our customers.”

At the other end of the life cycle, plastic bottles can be recycled and are reusable. One study found that 94% of Americans have access to a PET recycling program, so if consumers are enjoying their wine in the outdoors or closer to home, they are able to recycle their bottles once they’ve finished.

To learn more about the on-the-go consumer and other new market groups, download our e-book.