Accolade Wines has made its latest move towards sustainability in the Australian wine industry with the launch of its new brand Wise Wolf.
The group has responded to consumer demand for environmentally conscious packaging with the release of the Wise Wolf by Banrock Station range which uses bottles made with 91 per cent recycled glass.
The new range marks another sustainability milestone for Banrock Stations who launched 100 per cent recycled plastic eco bottles in both Australia and the UK last year and has contributed more than $7.5m in funding for conservation projects.
The first release, which launched last month, includes two white wines, the Adelaide Hills Sauvignon Blanc and Limestone Coast Chardonnay, with a Barossa Valley Shiraz set to join the lineup next year.
Chief Marketing Officer Sandy Mayo spoke about the new range.
“The launch of Wise Wolf by Banrock Station in Australia today reflects Accolade Wines’ commitment to continue being a global leader in sustainable packaging.
“When it comes to circular packaging solutions, Wise Wolf by Banrock Station is a game changing innovation for the Australian wine industry. The Wise Wolf bottle makes old glass new again – it literally gives glass another life.
“The North Star for us is that we want to see these bottles become bottles, again and again. We are constantly searching for new and better ways of doing things, and while we know it is not perfect yet, Wise Wolf is a major step forward for more sustainable wine packaging in this market.
“Our hope is that Australian consumers will embrace Wise Wolf and come along with us on our journey as we make wine packaging more sustainable, and as the technology evolves and more recycling infrastructure comes online.
“Wise Wolf is not just about a recycled glass bottle, it is a continuation of the proud 25-year legacy of Banrock Station’s commitment to environmental preservation.”
The design of the new, visually distinctive bottle ensures that all elements of the packaging use the most sustainable materials available. As well as using 91 per cent recycled glass developed in partnership with Visy Glass, the labels are made from 100 per cent upcycled sugarcane and the cardboard shippers are made from 100 per cent recycled paper pulp.
The new bottle caps have been made with 26 per cent less materials than a standard cap, 40 per cent of which is made from recycled aluminium.
Wise Wolf Wines will be transparent about its packaging information by including a QR code on each label which details the environmental attributes of each component of the packaging.
Mayo added that the Wise Wolf brand name is a reference to the positive effect that wolves have had on eco-systems in the northern hemisphere.
“Just as the wolf can be the catalyst for positive change in the environment, our ambition is for Wise Wolf by Banrock Station to spark positive changes across the wine industry.
“As one of the largest wine companies in the world, Accolade Wines is focused on leading the pack with innovations that make real and lasting change.
“We believe that we have a responsibility to provide wine consumers more sustainable packaging choices and we hope that others in the industry join us.”