Businesses could reduce their CO2 emissions by 20% by bottling in green glass according to the Waste & Resources Action Programme, WRAP.
Gavin Partington, communications director WSTA, hosted the session at the London International Wine Fair, 2011 revealing findings of a trial partnered by Australian Vintage and Sainsbury’s that asked 1124 consumers their attitude towards buying bottles in different coloured glass.
According to Partington green glass has a higher recycled content of 72% versus 33% clear glass.
The products trailed in the more environmentally friendly green glass bottles were; vodka, brandy, white wine and whisky.
The findings revealed that 95% of respondents hadn’t noticed the change in bottle colour variation from clear to green in wine, with only one correctly estimating that the bottle colour had changed.
Eight out of 10 claimed it had no impact on their decision to purchase and nine out of 10 said they would switch to green coloured glass if they knew the product was environmentally friendly.
A further 60% of opinion said the trial had improved their impression of Sainsbury’s and they would be more likely to buy an environmentally product if labeling on the packaging was clearly informative.
Brandy and wine performed better overall than whisky and vodka.
Whisky in green bottles was immediately associated with Irish whisky and vodka looked “very unusual” and was expected to be in clear glass, but still 85% of customers said it wouldn't impact upon their purchase.
