Accolade Wines has launched a new brand called Wise Wolf by Banrock Station made with 91 percent recycled glass.
Chief marketing officer Sandy Mayo says the distinctive bottle is one of the most sustainable glass wine bottles launched in the Australian market and it is looking to tap into the growing demand by consumers for great tasting wine that comes in packaging that is more environmentally conscious than standard wine bottles.
“The launch of Wise Wolf by Banrock Station reflects Accolade Wines’ commitment to continue being a global leader in sustainable packaging,” she says.
“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 by Banrock Station has launched with a Limestone Coast Chardonnay and an Adelaide Hills Sauvignon Blanc with an RRP of $25 a bottle.
A Barossa Valley Shiraz will join the line-up from next year.
“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,” Ms Mayo says.
Banrock Station has a history of driving environmental change, spanning over a quarter of a century and contributing more than $7.5 million in funding for conservation projects across 13 countries.
The launch of Wise Wolf is the latest milestone for the brand whose enviable track record on sustainability includes the launch of the first 100% recycled plastic eco-bottles in both Australia and the UK.
The 91 percent recycled glass bottle was developed in partnership with Visy Glass.
The labels are made from 100 percent upcycled sugarcane.
The caps are made with 26 percent less materials than average caps and an expected 40 percent recycled aluminium content.
The wine cartons are made from 100 percent recycled paper pulp.
The Wise Wolf brand name is a reference to the positive effect that wolves have had on ecosystems in the northern hemisphere.
One example is in Yellowstone National Park where wolves were reintroduced in the 1990s, seventy years after disappearing, and triggered a wave of positive changes across the ecosystem.
“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,” Ms Mayo says.
“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.”
Central to the Wise Wolf brand is transparency and access to packaging information.
A QR code on the label links to www.wisewolfwines.com where more information about the attributes of each component of the packaging is outlined.
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