Marketing Mix and Packaging | After Gin in a Tin, Waitrose Moves to Wine in a Can

This change in wine packaging by Waitrose is a real corker.

The Guardian reports here on a change in packaging for wine by upmarket supermarket Waitrose.

Waitrose has announced plans to switch all of its 187ml glass wine bottles to aluminium cans in an effort to reduce the carbon footprint of takeaway drinks.

The move is expected to save more than 300 tonnes of glass packaging and will halve the carbon footprint per drink because the recyclable cans require less energy to transport as they are lighter and take up less space than bottles.

The move comes after “gin in a tin” and other canned cocktails became have become particularly popular, for example being consumed outdoors at home and on picnics.

Will Waitrose benefit from reduced unit costs by this switch in packaging? Apparently not, since it costs more to fill a can than a bottle.