Sustainable Innovation in Wine Packaging

ABSTRACT Wine packaging follows traditional norms favoring heavy glass bottles, paper labels, and cork closures. A recent innovation, wine in a can, challenges these perceptions. This paper reports results from three survey‐based studies eliciting consumers' attitudes towards this innovative packaging. First results show that consumers are unaware of the environmental benefits of canned wine and tend to perceive the traditional glass bottle as environmentally superior. Second, consumers' positiv