Waitrose launches sustainable ‘wine in a tube’

Wine packaging innovation is moving quickly at Waitrose, with alternative wine formats becoming increasingly popular with customers.

Waitrose has announced a fully recyclable wine in a tube saying it is the first UK supermarket to add wines in a tube format to its range. In collaboration with Italian producer, Orion Wines, this ‘bag in tube’ is 100% recyclable and contains the equivalent to three glass bottles. Once opened, the wine remains fresh for at least ten days longer than a 75cl bottle.

The wines are made by Alessandro Michelon, head winemaker at Orion Wines and are both organic and vegan. Already popular with Waitrose shoppers as a bottle, the Maree d’Ione Fiano from Puglia has aromas of green apple, pear and almond and is delicious served with grilled sardines and roasted vegetable dishes.

The Terre di Faiano Rosso, Puglia, a blend of Negroamaro, Primitivo and Cabernet Sauvignon is a new addition to the range, from the same winemakers as the top-selling Waitrose red, Terre di Faiano Primitivo.

Waitrose buyer, Marien Rodriguez said: “This is an important step forward in our efforts to become the leading sustainable retailer in the UK. These beautifully Italian wines offer customers the possibility to enjoy wine in a sustainable way. They are organic, vegan and come in a beautifully designed, fully recyclable and convenient tube. The demand from our customers for more sustainable products and packaging, as well as organic and vegan wine, continues to rise and we feel these wines are the perfect addition to our range.”