Researchers investigate consumer response to non-glass wine packaging
Would you be happy to pour your friends a glass of wine from a cask or sip your favorite red from an aluminum can?
Traditional glass bottles have long been the preferred choice of packaging among wine lovers due to the belief that wine looks and tastes better in glass. While glass bottles have been the wine industry’s go-to for centuries, they are not the most carbon-friendly option available.
Researchers from the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science and the University of Adelaide’s Business School have explored people’s wine packaging choices, and how attributes such as price, brand, and messaging can influence them.
Lead researcher Jakob Mesidis says previous wine packaging research has largely focused on wine label and closure (cork or screw-top) preferences, but little attention has been paid to the format of the packaging.
“We knew that consumers weren’t buying alternatively packaged wine at the same rate they were buying it bottled, so we wanted to know what we should change to motivate them to choose more sustainable options,” he says.
Read the full article in Phys Org.
