Since humans began transporting wine, from barrels to tables in the Middle Ages or from vats to a table on the other side of the world, packaging has been the final phase ensuring the good consumption of wine.
Since the 18th century, most wine containers have been glass bottles. Glass bottles have existed since antiquity but were mainly used for perfumes. The primary real use of the bottle was to draw a bit of wine from the barrel to serve at the master’s table, essentially functioning as a carafe. In 1924, Château Mouton Rothschild was the first in Bordeaux to bottle its wines at the Château, focusing on quality. This ensured (for both consumers and producers) that the wine was not blended with other lower-quality wines. At the time, wine bottles were standardized to 75 cl to facilitate conversions:
1 barrel (225l) = 50 gallons = 300 bottles
It was thus simpler for merchants to trade in gallons. Today, wine is often sold in cases of 6 or 12 bottles, which is due to the use of the gallon:
1 gallon = 6 bottles
The 75 cl bottle is not the only existing capacity. Following this link, you can find all the bottles from the main wine-producing regions in France cataloged by Ideal Wine. Note that the Magnum (1.5l) is recognized as the best container for aging wine due to its volume-to-cork ratio.
The bottling phase is crucial for wine quality. Producers have two options: having their own bottling line (a significant investment with strict controls) or hiring professional bottlers. These specialized companies travel from estate to estate to bottle the wine on-site using appropriate equipment, ensuring the bottles are sealed to prevent oxidation from air contact.
After filtration and stabilization, the wine is bottled through a fully mechanized process. The bottler is responsible for the wine’s hygiene and cleanliness post-bottling.
Initially, bottles are washed, rinsed, and drained. They are then filled by a filler that gently pours the wine to the bottom of the bottle. Machines are typically calibrated to leave two centimeters between the top of the liquid and the bottom of the cork, allowing for the wine’s expansion when exposed to temperature variations.
There are several methods of sealing wine today. Let’s look at the advantages and disadvantages of each.
Traditionally used worldwide, 17.6 billion corks are produced annually, with Portugal being the leading producer.
Advantages: Cork allows for gas exchange between the bottle and ambient air, enabling proper aging of wines, especially when stored lying down. This position keeps the cork constantly moist, preventing it from drying out and letting air in.
Disadvantages: The risk of TCA (cork taint), which causes musty, moldy flavors. Modern technology has significantly mitigated this issue.
Made from polymers, it is gradually gaining market share, especially for wines meant for quick consumption.
Advantages: Reduced risk of TCA and cork breakage during opening.
Disadvantages: Not suitable for long-term aging.
The dominant closure in New Zealand and Australia, it is increasingly used in Europe and North America.
Advantages: Protection against TCA and can be adjusted to allow gas exchange, making it suitable for aging wines. However, bottles must be stored upright.
Disadvantages: Emotional and psychological barriers, particularly in the traditional French market that values the “pop” sound of uncorking.
A relatively new concept that is gaining popularity, especially for rosé wines (80% of usage).
Advantages: Aesthetic appeal and ease of use during bottling.
Disadvantages: Cost, averaging 50 cents per stopper compared to 10-20 cents for cork.
Globally, 70% of wine is estimated to be sold in bottles (OIV, 2013). However, there is a resurgence in bulk wine transport with bottling at the destination to better control costs and reduce carbon footprints. Other packaging alternatives also exist.
Various other containers are used worldwide with varying degrees of success.
Bag in Box is a registered trademark, with the correct French term being “caisse-outre.” BIB packaging, popular in supermarkets, holds 35% of the French market in large retail and 10% of the global market.
It consists of a cardboard box containing a flexible, airtight pouch to preserve the wine, allowing it to be kept for up to three months after opening as it is protected from air.
BIBs are particularly popular in Scandinavian markets, where they represent over 50% of wine sales in Sweden, for example. With increasingly attractive designs, they are gaining global market share for quick-consumption wines.
Do not confuse BIBs with cubitainers, which are flexible plastic containers usually used for low-end bulk wine. Once opened, the wine oxidizes quickly.
These plastic bottles are 85% lighter than glass bottles. They are in high demand in tenders from countries where wine consumption is regulated by state monopolies (Finland, Norway, Sweden, Canada, etc.). These bottles offer environmental benefits and reduced transport costs.
Fully Cardboard Bottle Paperboy
Various new packaging types have emerged, such as cans and ready-to-drink wine glasses, though these have not been very successful, even abroad. More surprisingly, an American company launched a fully cardboard bottle, where eco-friendly marketing sometimes takes precedence over product quality.
The French enjoy placing a glass bottle of wine heavily or delicately on the table and hearing the familiar uncorking sound. However, even in a traditionally-minded country like France, consumption habits are evolving. The new generation values product quality but easily desacralizes the glass bottle.
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