Element[AL] US wine brand launches in aluminium bottle from the off

Element[AL], which goes on sale later this month, will comprise four varietals – Chardonnay, Pinot Grigio, Pinot Noir and Rosé – all sourced from grapes grown in California. A nationwide rollout to “major retailers” kicks off in March, with the four carrying an SRP of US$16.99 each.

Element[AL] is the ‘official wine’ of this year’s Sundance Film Festival, which opened in Utah this week.

“We began by looking for ways to lightweight our existing glass bottles,” said Bogle’s VP of consumer relations, Jody Bogle. “That led to a more radical approach that we feel consumers are ready to embrace.”

Citing research published in Science Direct in 2022, the company said that glass bottles are the biggest contributor to the overall wine industry’s carbon footprint, while aluminium “requires only 5% of the original energy to create the next generation”.

Other benefit claims from Bogle include the ability to “fit 43% more cases of wine per truck while keeping the total load 3% lighter in comparison to glass”.

Selected – unspecified – international markets will be targeted with Element[AL] throughout this year.

Earlier this month, the domestic division of Japanese multi-category group Suntory unveiled a lower-carbon aluminium can for its The Premium Malt’s beer brand.