Crush Wines has launched its French rosé brand Bijou in 410g lightweight bottles in what the company claims is a world first for the flute-style pack.
Crush’s lighter-weight Le Bijou de Sophie Valrose rosé will be available in UK supermarket chain Waitrose from March. The debut will be followed by rollouts to Norway’s Vinmonopolet and Coles supermarket in Australia, as well as “other key markets over the following year”.
The lighter flute sits at between 40g and 90g below the average weight of Provence rosé bottles and 10g below the 420g target set by the Sustainable Wine Roundtable’s Bottle Weight Accord, according to Crush Wines. The company estimates the innovation, which is 30g lighter than the previous Sophie Valrose rosé bottle, will reduce its glass use by 92 tonnes this year, equivalent to 22,000 bottles.
While the new edition is solely for its rosé SKU, the Sophie Valrose range is all packaged in bottles weighing less than 420g. Crush told Global Drinks Intel it was “exploring options” for its other wines.
Up to half of the greenhouse-gas emissions from wine production are estimated to come from glass manufacturing – rising further when factoring in shipping and transportation.
“The decisions made when wines are selected for ranges and lists can have a huge impact on the carbon footprint of the whole supply chain,” said Crush Wines commercial director, Edward Vellacott. “Collaborating with partners who are open to exploring lighter glass and alternative formats means we can gradually move towards lasting, scalable change across the category.”
Waitrose wine trading manager Nicola Jones added that lightweight glass is “one of the most effective changes we can make to cut carbon emissions in the wine sector”.
Crush Wines exports to around 50 countries and works with growers and winemakers in southern French regions including Coteaux de Béziers, Vallée du Paradis and the Haute Vallée de l’Aude. The company owns seven ranges, including Ma Chérie sparkling and canned/pouch wine Le Chic.
The sustainability initiative follows Pernod Ricard’s development of an ‘ultra-light’ pack for Martell, announced last week.
