Recycling, reuse, and deposits are essential steps towards a more sustainable society. But when it comes to glass, bottles are still often broken and thrown into recycling bins. Green Wine Company is taking a different approach and is introducing reusable bottles for wine. This innovation results in an impressive CO2 saving of as much as 85% compared to traditional recycling. This significantly reduces packaging waste and the bottles contribute directly to a circular economy.

During Bevrijdingsfestival Utrecht, Green Wine Company conducted research into consumer preferences. An important part of this was determining which wine bottle label stood out most on a supermarket shelf. Festival visitors could also share their opinions, thoughts, and experiences about the reusable wine bottles and a deposit system using special tear-off cards. Visitors also voted on which label most clearly indicated that the bottle was reusable and sustainable.

The test at the festival provided valuable insights into consumer behavior regarding wine and deposit bottles. Consumers choose a bottle based on grape variety, label, brand, and price, in that order. The Green Wine Company’s bottle was barely recognized on the shelf, even though the label was perceived as clear. The main barriers to purchasing a deposit bottle turned out to be the price, the ease of return, and doubts about the quality. Furthermore, for many people, the difference between a recyclable bottle and a reusable deposit bottle was unclear. The conclusion: there is still work to be done in terms of visibility and communication, where the sustainability benefit must be conveyed clearly and attractively.