Beyond the bottle: consumer perceptions and systemic challenges in reusable wine packaging

Abstract

The post-war industrialization led to the dominance of single-use packaging and the decline of bottle reuse systems. Today, glass bottles account for 30–40% of the carbon footprint of wine and exert high pressure on sand resources. The manufacturing process is also subject to a multitude of systemic risks, which have the potential to result in supply disruptions that would exert a significant impact. Reuse systems offer a significant environmental benefit, yet their adoption remains limited in the wine sector. Wine professionals often cite a consumer resistance as a key barrier. This study investigates consumer perceptions of reusable wine bottles in Switzerland. Based on previous collective intelligence workshops information, an online survey was designed and completed by 442 participants. This survey assessed mental representations of reuse bottles, reverse logistics, positive and constraints arguments and the knowledge of environmental footprint. Cluster analysis indicates that two groups can be identified among consumers. The first cluster expressed strong acceptance of reuse. Those respondents associate reusable bottles with innovation and sustainability. The main barrier identified is the underdeveloped return infrastructure. This group is mainly composed by women and consumers with higher education levels. In contrast, the second cluster expressed more doubts. This group is made of wine lovers, closer to wine producers. This study suggests that consumer attitudes are not the main barrier. Reluctance come from logistics constraints and professional resistance that has spread to some consumers. Once logistic problems will be solved, wine professionals can adopt the reuse system confident.