The Bogle Family Wine Collection company has introduced its new wine brand, called Element[AL] Wines, which stands out for being the first of its kind by offering 750 ml bottles made of aluminum. These bottles are lightweight and fully recyclable, maintaining the traditional shape of a wine bottle.
According to the U.S. company, the new environmentally friendly wine format will be innovative and will change perspectives on how and when this beverage can be enjoyed. This also responds to the wine industry’s call to reduce its carbon footprint, as glass bottles are its largest contributor. As of January 2024, Element[AL] will offer a portfolio of four varietals – Chardonnay, Pinot Grigio, Rosé and Pinot Noir – in fully recyclable aluminum bottles. Each type of wine is sourced from sustainable vineyards in California’s premier wine growing regions.
According to Bogle Family Wine Collection’s vice president of consumer relations, Jody Bogle, Element[AL] is not just about launching a new wine brand, but represents a shift in thinking in the wine industry. The company began its quest to reduce the weight of its current glass bottles, but this process led them to a more innovative approach that they believe consumers are ready to accept.
The Element brand[AL] emerged after a long period of research and development. They are the pioneers in commercializing a new technology of aluminum wine bottles, which have an elegant appearance similar to traditional glass bottles, but with a focus on environmental responsibility without sacrificing taste, design and functionality. Unlike regular glass bottles, Element bottles[AL] do not have external labels, but instead feature decorative designs printed directly on the surface with unique, hand-crafted artwork for each variety. According to its own research, there is no perceived difference in taste between wines aged for one year in glass or aluminum bottles, as demonstrated by a blind test conducted by the brand.
Bogle Family Wine Collection’s vice president of marketing, Paul Englert, mentioned that they have been working on the development of Element[AL] for more than three years. Their goal was to find a way to significantly reduce the carbon footprint generated by traditional wine bottles, while still maintaining their appeal to consumers. According to their extensive research, consumers have a strong interest in buying this innovative, game-changing aluminum bottle.
Bogle Family Wine Collection has explained why they have chosen to package their wine in aluminum, accompanying the news. According to them, glass bottles are the main cause of the wine industry’s carbon footprint. Since most consumers buy wine to drink immediately instead of storing it for aging, it is necessary to rethink the use of glass as a daily container for enjoying wine.
Aluminum has the advantage of being a material that can be continuously recycled without losing its quality. Compared to glass, aluminum recycling rates are higher. In addition, this material is more valuable to municipal recycling programs compared to glass or plastic. When used again, the process requires only 5% of the original energy needed to create a new generation of products. Although some municipalities have already stopped recycling glass, aluminum continues to be widely recycled due to its light weight and other advantages.
Element [AL] offers wine bottles made of aluminum that are extremely lightweight, weighing only 90 grams compared to glass bottles that weigh around 500 grams. This means that by shipping the same amount of wine, about 11,500 pounds of weight per truck is saved. This saving is approximately equivalent to the weight of an African elephant.
In addition, this container allows 43% more cases of wine to be transported per truck compared to glass, keeping the total load 3% lighter. Element’s bottles[AL] are slightly smaller in size than a regular wine bottle because they have thinner walls and are not in the shape of a bowl, although they maintain the standard 750 ml capacity. This feature allows them to be transported in larger quantities by trucks and also saves space in pantries or shelves.
Element[AL] bottles made of aluminum are an excellent choice wherever glass bottles are allowed, and also have the advantage of being able to be used in places where glass is not allowed, such as swimming pools, beaches, stadiums and others.
Beginning next year, consumers will be able to purchase Element wines[AL] priced at $16.99 at select stores nationwide. Prior to their official release, these wines will be presented at the Sundance Film Festival 2024 as the official wine of the event in Utah. In addition, it plans to expand the availability of Element[AL] to international markets during the course of 2024.
