US Wine & Wine Beverage Packaging

US Wine & Wine Beverage Packaging

US demand for wine and wine beverage packaging is projected to increase 2.5% per year to $3.3 billion in 2027, with unit demand expected to grow 1.8% annually through the same period. Gains will be boosted by modest growth in wine production, particularly when imported bulk wine packaged domestically is accounted for.

Wine Packaging Expanding Beyond Glass Bottles & Corks

Glass bottles have been the dominant wine container for centuries, and are expected to remain so through the foreseeable future. However, other containers are expanding their footprints by offering specific attributes:

• Bag-in-box formats, particularly three-liter versions, will benefit from growing acceptance of their use for more than just low-quality and flavored wines; that perception initially hindered their introduction to the market.
• Aluminum cans – which were initially troubled by a similar association with inferior wines – are also being used for better wines, as well as for light sparkling wines and wine coolers.
• Aseptic cartons will have an expanded market presence via an array of available sizes, ranging from single servings to 1 liter (larger than traditional 750 milliliter bottles).

A similar diversification of product mix has occurred in closures. At one time, cork dominated. However, metal screw caps and synthetic stoppers have captured larger shares of the closure segment. Closures used with other container types have come to account for more of the market; these range from the fairly simple plastic caps that are used with aseptic cartons, to more sophisticated fitments for dispensing wines from bag-in-box containers.

Sustainability Efforts Influence Wine Packaging Choices

Although glass wine bottles perform admirably, they are heavy (making them expensive to ship) and susceptible to breaking. Moreover, colored glass bottles are generally preferred for performance and aesthetic reasons, but they create complications in recycling. Many wine producers have considered using lighter weight bottles to reduce material consumption and lower shipping costs, but there is an internal conflict within the industry because producers and consumers alike often equate heavier bottles with better wines.

Sustainability considerations have also boosted prospects for other containers. Bag-in-box containers are valued for their ability to hold the equivalent of four glass bottles – or more – at a much lower packaging weight and unit price. Plastic bottles are lighter and can be shipped and recycled relatively easily, while metal cans can be made from aluminum (which is almost infinitely recyclable).

This Freedonia industry study analyzes the $2.9 billion wine and wine beverage packaging industry. It presents historical demand data (2012, 2017, and 2022) and forecasts (2027) by product (containers, multipack packaging, and accessories) and material (metal, glass, plastic, paper and paperboard, and niche materials including cork). Annual historical data and forecasts are also provided from 2019 to 2026. Data are given in unit and dollar value.