The 750 ml bottle and cork – why is it still with us, and will we ever move past it?
Those are the two questions I look at in a free-lance article for the Spirited trade magazine. The answer to the first question is rooted in wine history, tradition, and even innovation. As wine marketer Paul Tincknell points out, the cork and bottle was cutting edge technology in the 17th century.
The answer to the second question, refreshingly, is yes — and perhaps sooner than we think.
Daniel Tripolitano, director strategy, innovation and insights, global marketing for Treasury Wine Estates, says a change is going to come. He isn’t quite sure when or what the change will be. But in an era when consumers are less enamored of romance and tradition and more concerned about convenience and sustainability, something different is almost inevitable.
Also worth noting: As baby boomers give way to younger wine drinkers, dinner becomes less important as an occasion. The bottle-and-cork isn’t as well suited to a picnic, boating, or day at the beach as is a can, box, or PET bottle. And what happens if you forget the corkscrew?
“That’s where the disruption is going to come,” says Tripolitano. “That’s the compelling proposition that’s going to drive [a change in packaging].”
And a tip o’ the Curmudgeon’s fedora to Spirited editor Alexandra Russell, who bought the story. She understands that trade magazine journalism doesn’t have to be dull and boring.