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Greenbottle targets wine with paper bottle. Image courtesy of Foodproductiondaily.com
Greenbottle targets wine with paper bottle. Image courtesy of Foodproductiondaily.com

Greenbottle targets wine with paper bottle

MARKETING NEWS

Packagingnews.co.uk - Nov 15th 2011, 10:51

Suffolk-based firm GreenBottle has developed, what it claims to be, the world’s first paper bottle of wine 

The company said that it is currently in talks with supermarkets and wine producers to make it available to the public as early as next year.

GreenBottle said it developed the “environmentally-friendly” packaging to save conscientious customers a trip to the bottle bank.

The bottle works by combining a paper outer with a thin plastic lining to keep the wine fresh, and was the brainchild of inventor Martin Myerscough following a chance conversation with a waste tip supervisor worked about the growing problem of plastic bottle waste.

Paper milk bottle

According to the Woodbridge company, the paper wine bottle is based on its paper milk bottle, launched earlier this year in Asda stores.

GreenBottle claims that consumer reaction to its milk bottle has been a success. It is currently celebrating its 100,000th sale since its launch earlier this year.

Landfill

According to the firm, each day, more than 15m plastic bottles are used in the UK and the vast majority of these, are ultimately destined for landfill, where, because they do not decompose, they will remain for up to 500 years.

Paper vs. plastics

Myerscough said: “The best thing about GreenBottle is that consumers just ‘get it’. We’ve found that if you offer them the choice of a paper bottle or a plastic one they’ll chose paper every time.

“Choosing milk in GreenBottles enables consumers to ‘do their bit’ for the environment every day – and our sales show that ever-greater numbers of consumers are doing this.

“We’re hopeful that the success we’ve had with GreenBottle in milk can be repeated with wine. It would mean an end to those morning-after trips to the bottle bank.

“All you would need to do is rip out the plastic lining and put the paper outer-casing in the bin or on the compost heap.” 

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