Wise Wolf introduces new wine packaging

Accolade Wines is further boosting its green credentials with the launch of Wise Wolf, under its Banrock Station brand, an ambitious new wine range that comes in bottles made using 100 per cent post-consumer recycled glass cullets.

The carbon neutral wine come in a visually distinctive fully recycled and recyclable glass bottle, and the labels are made from 100 per cent post-consumer recycled paper, with the closures are made from 100 per cent recycled plastic. Even the outer cases are made from 100 per cent recycled paper pulp.

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The total Wise Wolf pack is made from 95.1 per cent recycled materials and can be recycled again. Every element of the packaging has been carefully considered, along with evaluating the environmental impact of freight methods, routes, bottle shape and size. Central to the Wise Wolf proposition is transparency and shoppers are invited to learn more about each component of the packaging by scanning the on-pack QR code and visiting www.wisewolfwines.com.

The French range of wines consists of a Pays D’OC Chardonnay, Rosé and Cabernet Sauvignon and will launch in the off and on trade channels from June.

With 71 per cent of wine drinkers prepared to make lifestyle changes for the environment, Wise Wolf is expected to meet consumer demand with younger wine drinkers increasingly aware of the impact of their consumption.

“As the wolf is the catalyst for positive change in the wild, so too is Wise Wolf the catalyst for positive change in the wine industry; with its innovation reimaging the future of wine and rewriting the rules around traditional wine packaging," said Tom Smith, Marketing Director – Europe. "With the Wise Wolf range of premium wines, we are aiming to make old world wine more accessible for consumers with desirable packaging and familiar grape varieties.

“We know that over 80 per cent of wine drinkers believe companies and brands have the responsibility to take care of the planet and its people. Accolade Wines is committed to constantly search for new and better ways of doing things. We’re offering a great tasting wine, which we believe will recruit new shoppers to the wine category and increase basket spend for retailers.

“Wise Wolf is part of the Banrock Station portfolio, a brand committed to driving positive environmental change, which has contributed more than $6m to conservation projects across 13 countries. The most recent commitment to partner with Landcare Australia will result in 100,000 native trees and shrubs being planted each year, creating habitats for wildlife and communities to enjoy, while removing harmful carbon from the atmosphere for generations to come."

Wise Wolf by Banrock Station will be available across grocery, convenience and the on-trade from June 2022 with an RRP of £11 (promo: £9)