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  • Writer's pictureBig Rick Stuart

California winery launches aluminum wine bottles: ‘We’re answering the call-to-action to rethink glass bottles’

I like Bogle wines!



Starting this month, the new Element[AL] portfolio will be available in 100% recyclable aluminum bottles with four varietals: Chardonnay, Pinot Grigio, Rosé and Pinot Noir.


“Element[AL] is more than just the launch of a new wine brand, it’s the beginning of a new way of thinking for the wine industry,” says the winery: championing the environmental and practical advantages of the smaller and lighter format, which is just 90g in weight compared to a typical 500g for glass bottles.


From a consumer perspective, aluminum does offer certain advantages: thanks to being lightweight and portable. But is that enough to convince consumers in a very traditional category?


The company carried out extensive research on the subject and found ‘exceptionally high consumer purchase interest’ in the concept, according to Paul Englert, vice president of marketing at Bogle Family Wine Collection.


“We conducted comprehensive quantitative research and supplemented it with focus groups in Los Angeles and Chicago. Research validated the concept, the name, the design, pricing, and general attitudes on beverages in aluminum.

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From the consumer side, these attributes also offer similar benefits: the aluminum bottles are easy to recycle, lightweight and shatterproof, and smaller and easier to store in the pantry or on shelf.






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