The wine industry is undergoing a significant transformation as brands explore alternative packaging to align with environmental goals and the changing preferences of younger, convenience-driven consumers. Although traditional glass bottles still dominate shelves, materials such as aluminum, recycled PET, paper, and lighter glass are gaining traction across the U.S. market.

In January 2024, the Bogle Family Wine Collection made headlines with the launch of Element[AL] Wines, packaged in 750-milliliter aluminum bottles. According to Jody Bogle, VP of consumer relations, the goal was to reduce the environmental impact of glass—the biggest contributor to wine’s carbon footprint. The aluminum bottles, while fully recyclable and lightweight, mimic the silhouette of classic wine bottles to balance tradition with innovation.

Soon after, O’Neill Vintners & Distillers adopted similar packaging for its FitVine range. Blaire Fraser, VP of marketing, highlighted the appeal to consumers who enjoy wine in active, outdoor settings. Resealable and unbreakable, aluminum bottles cater to a lifestyle that prioritizes both mobility and sustainability.

Retailers are also embracing packaging shifts. In September 2024, Albertsons Companies launched Bee Lightly, a private label wine in flat bottles made of 100% recycled PET. These innovative bottles are 87% lighter than glass and double shipping efficiency, drastically reducing carbon emissions. Brandon Brown, SVP of Own Brands, called it a natural step in their environmental stewardship strategy.

Other experimental approaches include Bonny Doon Vineyard’sCarbon…Nay!, sold exclusively at Whole Foods Market in paper bottles created by FrugalPac. These consist of a paperboard shell with a PET liner, offering both recyclability and a lower environmental impact. According to Kara Chavez from Whole Foods, such packaging resonates with customers seeking transparency and sustainability.

While these innovations are gaining ground, glass bottles remain the industry standard, particularly for formal events or premium products. Phillip Cleveland of Ste. Michelle Wine Estates emphasized the enduring appeal of glass, but also acknowledged growing openness to alternatives among consumers aged 25-49.

Boxed wine and canned formats are also seeing momentum. Delicato Family Wines reports steady growth in three-liter boxed wine sales, with added interest in single-serve tetra packs and cans. Brands like 14 Hands (Ste. Michelle) and House Wine (Precept Wines) have successfully tapped into these trends. Alex Evans, Precept’s CMO, noted their popularity with younger and new wine drinkers.

Retail adoption varies. Buy-Rite Liquors observed a surge in three-liter box sales during the pandemic, though interest in large jugs has since declined. At Twin Liquors, Josh Minton sees stable demand for small formats, but no major shift away from glass. Meanwhile, Jim Shpall of Applejack Wine & Spirits noted good sales for canned wine in specific settings like concerts or travel, though traditional bottles remain preferred overall.

Beyond alternative formats, some producers are adopting lighter-weight glass bottles to lower emissions without straying too far from consumer expectations. Precept Wines and Browne Family Vineyards are among those reducing bottle weights—by 31% in Browne’s case—alongside initiatives like using label-free bottles and responsibly sourced cartons.

Cuvaison winery in Napa Valley cut bottle weight by 27% and removed foil capsules altogether. President Daniel Zepponi cited data showing up to two-thirds of the industry’s emissions stem from glass production and transport. Many California wineries are making similar moves as they aim for carbon neutrality.

Younger consumers also demand more transparency. Sokol Blosser Winery added nutrition and ingredient labels to their bottles last year. Precept Wines followed by adding calorie information to their House Wine cans, recognizing that today's buyers want to know what's in their wine.

The shift to sustainable wine packaging isn’t just a trend—it's becoming a new industry standard. As brands strive to align with environmental priorities and consumer demand for convenience and accountability, we can expect continued innovation in formats and materials.