Bottling Wine and Spirits in a Changing Climate 17 May 2011
Welcome from the Chair Gavin Partington, WSTA
Agenda Going Green research Alastair MacGregor, Oakdene Hollins Q&A session Lightweighting for wine and spirits Dave Dalton, British Glass GlassRite Wine update Tammy Marrett, WRAP Close Gavin Partington, WSTA
Steering group members Julie Larner - Packaging Technologist, Sainsbury s Barry Dick - National Account Manager, Australian Vintage Dave Dalton - CEO, British Glass Claire Shrewsbury - Programme Manager, WRAP John Corbet-Milward Wine Policy Director, WSTA
Going Green Alastair MacGregor Senior Consultant Oakdene Hollins
Overview Background Project methodology Consumer trial objective Trial methodology Trial results Recommendations
Background Green glass has a higher recycled content 72% versus 33% for clear in 2010; CO 2 emissions reduced by approx. 20%; Cost neutral; Courtauld Commitment 2 10% reduction in packaging CO 2 ; and Possible to meet targets from this action alone What is the consumer impact of this shift?
Retail product volumes 13% 1% 44% 41% Food Beers, Ciders & FAB's Wines & Spirits Soft drinks
Suitability for the trial Beer Instant coffee Cook-in sauces Jam Sauces Gin Miscellaneous Spirits White wine Pickles Whisky Rosé Other food
Samples Sample specification Standard emerald green Cost efficient adoption; and Maximises environmental benefit. Sample production Labels and foils remained the same. Sample logistics
Consumer trial Objective Assess customer acceptance; and Provide recommendations on suitable messaging.
Consumer trial Methodology overview 2 stores; Quantitative and qualitative; 1124 responses across 4 products; and 12 discussion groups of 2 hours each for 6 products. A robust trial
Consumer trial Quantitative methodology Screening questions; Profiling questions; Taste, quality, appeal and look of the product ; Purchasing decision; Environmental benefit; and Communication.
Consumer trial Quantitative methodology Vodka 269 Whisky 293 Brandy 243 White wine 319 Total Responses 1124
Consumer trial Qualitative methodology Included gin and rosé; Consumption habits; Attitudes to the products; Drivers and barriers to purchasing; Attitude towards relevant issues such as the environment; and Suitable messaging.
Consumer trial Quantitative results overview 95% did not notice a change; Only 1 individual correctly identified that it was a change in bottle colour; 8 out of 10 claimed no impact on purchasing; and Increased to 9 when informed of initiative.
Trial results after respondents were made aware of initiative "I would be less likely to buy" or "I would not buy" minus "I would be more likely to buy" 4% 8% 1% 6% White wine (319) Whisky (293) Brandy (243) Vodka (269) "It would have no impact on me - I would continue to buy the same amount as I always do" 89% 88% 95% 84%
Results by product GIN BRANDY WHITE WINE WHISKY VODKA ROSĖ IMPACT ON CUSTOMER PERCEPTIONS AND TRADE
Brandy Association with premium; Messaging and label design important; Foil hides airspace in the neck of the bottle; and Darker colour helps the label stand out. No negative impact on perception of taste or quality
White wine Wine purchasers familiar with green bottles; a Purchasing driven by other factors; and No negative impact on perceptions of taste and quality
Whisky Some concerns over appearance; Made the product look murky or dull; Green creates three colours which is offputting to some; Association with Irish whiskey; and Small negative impact on taste and quality perceptions.
Vodka Looks very unusual; Perhaps overlooked during the quantitative survey; Negative impact on perceptions of taste and quality; and Opportunities to switch from OL to cheaper brands.
Consumer trial Environmental initiative Up to half of negative respondents turned positive; Impression of Sainsbury s improved; More likely to buy products with high recycled content in their packaging; and Retailers and brand owners need to inform consumers.
Consumer trial Messaging Mixed views on environmental claims; Consumers feel they are doing their bit ; Emphasis on working together; Should be motivating rather than pressuring; and Communicated via a dedicated POS or shelf strip.
Consumer trial Conclusions Overall positive; Gin, brandy, white wine and whisky promising; Tailored labels and foils would have improved results; Intangible brand benefits; and Communication is key.
Research recommendations Green glass cuts CO 2 by 20% Gin, white wine and coloured spirits should be considered; Labels and foils can improve aesthetics of green bottles; Vodka and rosé require further research; and Communication should be inclusive and motivating.
Thank you for listening Alastair MacGregor alastair.macgregor@oakdenehollins.co.uk
Lightweighting Developments for Wine and Spirits Dave Dalton Chief Executive British Glass
Great progress has been made in recent years in glass container optimisation The Spirits & Wine sectors have seen some of the biggest improvements Together we are focussed on sustainability and these activities lead glass containers to the forefront of that aim
Stage 1 Stage 2 Stage 3 Current since 2008 Standard spirit weight Investigations and Standard spirit weight Standard spirit weight 385g proposed lightweight spirits 330g 295g 300g
Weight Trends Container Weight (g) Best in class weight development across all regions # Dependant on filling line suitability
Visit the WRAP website to use the light-weighting directory
Working with WRAP The Glass Industry has supported WRAP in their quest to optimise containers Funding perception studies and helping persuade brand and retail of the benefits has driven the tremendous achievements seen to date. Further work like the Going Green project are the latest steps in this program towards sustainability, where glass containers will truly show their real credentials.
GlassRite: Wine Update Tammy Marrett WRAP Project Manager
GlassRite: Wine project objectives Develop and increase the use of lighter weight wine bottles; Increase the volume of wine bulk imported into Europe; and Increase the recycled content of wine bottles.
Industry achievements to date Lightweighting of wine bottles 37,828 tonnes Bulk importation 253 million 75cl bottles Recycled content 55,420 tonnes of cullet
GlassRite web based guide www.wrap.org.uk/wine
Contact for any enquiries going forward Nicola Jenkin, Key Account Manager for Drinks, WRAP nicola.jenkin@wrap.org.uk
Link to reports Going Green research report and summary case available at: www.wrap.org.uk/goinggreen Glass Rite Wine update report and on-line tool available at: www.wrap.org.uk/wine