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How brand owners are overcoming packaging’s heavyweight premium perception – ESG

Joe Bates
Last updated: 18/06/2026 at 2:32 PM
By Joe Bates
18 June 2026
11 Min Read

‘The current crisis might accelerate … a move towards lighter glass used more creatively, and a shift to alternatives like aluminium, which carries sustainability credentials.’


Croxson Rightweight Mountain bottle

Regulatory, sustainability and cost pressures are the driving forces behind a recent spate of eye-catching ultra-lightweight bottles. Technical execution, however, remains key.

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Regulatory, sustainability and cost pressures are the driving forces behind a recent spate of eye-catching ultra-lightweight bottles. Technical execution, however, remains key.Lightweighting is hardly a new concept in beverage alcohol packaging, but the past couple of years have ushered in an exciting new era of ‘ultra-lightweight’ bottles. Brand owners and their manufacturing partners have pushed technical boundaries while still minding the classic considerations for any successful bottle design - that it remains structurally stable, cost-efficient and looks good on the backbar.The resul

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Joe Bates
ByJoe Bates
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Joe has been a business journalist for over 20 years, specialising in the drinks, aviation and Global Travel Retail sectors; Duty-Free News International, IWSR Magazine, Drinks International and Whisky Magazine, among others.
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