June 27, 2025
7
min read
Wine Packaging Reinvented: Cans, Boxes, and the Future of Shelf Appeal
From shelf appeal to shipping efficiency, see how alternative wine packaging opens new doors for growth, branding, and discovery.
Glass bottles and corks may be timeless, but today’s wine industry is anything but static. From sleek cans and eco-friendly paper bottles to stackable PET bottles, non-traditional wine packaging is making waves, not only because of its sustainability benefits, but also for how it helps brands stand out and connect with modern consumers. In this guide, we’ll explore these non-traditional wine packaging options and highlight several brands leading the charge.
What is non-traditional wine packaging?
Cork-sealed glass bottles have long been the standard for wine brands, from the top shelf to the bottom. While some brands, like Bota Box, have differentiated themselves through alternative packaging, most have remained content with the industry expectation.
Lately, however, wine packaging trends have begun to change, leaning more towards non-traditional wine packaging. In retail stores across the country, both new and established brands are embracing fresh new wine packaging options.
The leading non-traditional formats include:
- Cans
- Boxes (or bag-in-box)
- Tetra Paks
- Paper bottles
- Flat PET bottles (polyethylene terephthalate, often made from recycled plastic or rPET)
What do these formats have in common? They're lighter, easier to transport, and often more eco-friendly than their glass counterparts. Many of them are also cheaper to produce and ship, giving brands more flexibility in pricing and positioning.
Importantly, these innovations aren’t just gimmicks. They’re backed by consumer demand, especially from younger, more sustainability-conscious buyers. As packaging options evolve, so does the opportunity for wine brands to align their product presentation with modern values, like convenience, environmental responsibility, and lifestyle fit.
Why should wineries explore non-traditional packaging?
Adopting non-traditional packaging is a strategic move that can help wineries stay competitive, connect with new audiences, and support long-term environmental goals. Here’s why more winemakers are rethinking the bottle.
Appeal to younger, eco-conscious consumers
Younger consumers, especially Millennials and Gen Z, value convenience, sustainability, and lifestyle fit over tradition. Canned and boxed wines are perfect for on-the-go moments, from picnics to poolside hangs, and their casual vibe removes the intimidation some feel around wine culture.
Learn more: Can Wine Brands Be Successful with Millennials and Gen Z? These 4 Brands Say Yes. →
Differentiate on shelves (and screens)
In a sea of glass wine bottles, what stands out is what’s different. A sleek can or vibrant box design catches the eye and reflects your brand’s personality. This also gives wineries the freedom to get more creative with their packaging and tell their stories visually.
Learn more: 12 Best Alcohol Label Designs [+ How to Design Your Own] →
Lower costs, better margins
Glass bottles are heavy, fragile, and expensive to ship. Cans or Tetra Paks are lighter, more durable, and significantly cheaper to produce and transport, especially for DTC wine sales. That translates to potential savings and better margins without sacrificing quality.
Meet sustainability expectations
Consumers are increasingly paying attention to eco-friendly practices. Non-traditional formats often have a lower carbon footprint, use less material, and are easier to recycle or repurpose, helping wineries make measurable progress toward sustainability goals. If you’re a winery that already uses sustainable winemaking practices, sustainable packaging is a no-brainer.
Enable new use cases
Traditional glass bottles aren’t always practical for outdoor events, sampling programs, or single-serve options. Non-traditional formats open up new channels and opportunities, like festivals, tasting flights, airline service, and more.
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Non-traditional wine packaging options & the brands that use them
From cans to paper bottles, non-traditional packaging is reshaping how and where wine is enjoyed—and by who. Here’s a closer look at the leading formats disrupting the status quo.
Canned wine
Aluminum cans are lightweight and shatterproof, perfect vessels for wine packaging. Aluminum has a high recycling rate and a significantly lower carbon footprint compared to glass, especially when you factor in transportation emissions.
For consumers, cans offer portion control, don’t require a corkscrew, and fit seamlessly into on-the-go lifestyles. They're also approachable, often breaking down the formal barriers that come with wine culture.
Brands to watch
- Underwood (Union Wine Co.): One of the first to take canned wine mainstream, Union Co. has created an approachable line of Oregon-based wines that can’t stop making headlines.
- Nomadica: Canned wines curated by sommeliers and packaged with contemporary artwork, appealing to design-conscious drinkers.
- House Wine: A versatile line offering rosé, reds, sparkling options, and wine spritzers in single-serve cans.
Boxed wine (bag-in-box)
Boxed wine uses a flexible inner bag and cardboard outer box, which requires significantly less material and energy to produce than glass bottles. The packaging is compact, lightweight, and offers a smaller carbon footprint per liter than traditional glass bottles.
Boxed wine stays fresh for weeks after opening thanks to the oxygen-resistant bag. It’s cost-effective, great for sharing, and provides a larger canvas for fun branding opportunities.
Brands to watch
- Bota Box: Popular for its eco-friendly focus and consistent quality, with packaging made from 100% post-consumer recycled materials.
- Really Good Boxed Wine: Low-sugar, luxury wine with unpretentious, approachable branding.
- Juliet Wine: A premium boxed wine brand with a minimalist, modern aesthetic and a mission rooted in sustainability.
Tetra Pak
Made primarily of paperboard, Tetra Paks are lightweight, compact, and recyclable in most areas. Their design also minimizes air exposure, preserving freshness and extending shelf life.
Tetra Paks are easy to store, ideal for outdoor adventures, and perfect for casual drinkers who prioritize eco-conscious packaging and portability. They often appeal to environmentally minded, younger consumers.
Brands to watch
- Bandit Wines: Offers approachable wines in traveler-friendly Tetra Paks with bold, colorful branding.
- Bota Box: In addition to boxed wine, they offer single-serve Tetra Pak versions of their best-selling wines.
Paper bottles
Paper bottles are made from recycled paperboard with a food-grade liner, offering an ultra-lightweight and low-emission alternative to glass. They’re highly recyclable and about five times lighter than glass and can reduce carbon emissions by over 80% during transport.
Paper bottles have a distinctive, eco-forward appearance that signals sustainability at first glance. They appeal to environmentally conscious consumers and early adopters interested in innovative packaging.
Brands to watch
- Frugalpac (UK-based): Maker of the Frugal Bottle, used by several global wine brands. It uses 94% recycled paperboard and is compostable in industrial settings.
- When in Rome: A UK-based wine brand that packages Italian wines in paper bottles (and cans!) and prominently markets its sustainability credentials.
Flat bottles (PET bottles)
Flat bottles, often made from recycled PET plastic, are designed to be stackable and space-saving, ideal for e-commerce and efficient shipping. They drastically reduce storage space, are lightweight, and typically made from rPET, which is both recyclable and more eco-friendly than new plastic or glass.
They look sleek and modern, are shatterproof, and ship easily without special packaging. They also appeal to online shoppers who appreciate sustainability without sacrificing style or shelf presence.
Brands to watch
- Garçon Wines: A leader in the flat wine bottle space, known for its letterbox-friendly design and use of 100% recycled PET.
How Grappos helps non-traditional wine brands get noticed
Offering wine in cans, boxes, or paper bottles is a smart strategy, but you need the right tools in order for your product to succeed. Canned wines, paper bottles, and Tetra Paks don’t always land in the “wine aisle.” They might be shelved with ready-to-drink cocktails, boxed goods, or even overlooked entirely in-store. And online? Filters aren’t always friendly to non-traditional formats.
Whether you have a limited run or you’re a startup launching a new non-traditional wine brand, a product locator is an essential tool to keep in your arsenal.
With Grappos, wine brands can:
- Help consumers find your wine near them
- Showcase availability by format (e.g., “Find our canned rosé near you”)
- Highlight online + retail availability in one view
- Support marketing campaigns that focus on innovative packaging launches
- Track where different formats perform best, enabling better distribution decisions
Grappos helps modern wine brands get found, faster. Request a demo today and learn how to turn your innovative packaging into a powerful sales advantage.
Stand apart from the bottle
As wine packaging evolves, so do the opportunities to capture attention, reduce waste, and meet consumers where they are, whether that’s in-store, online, or on the go. But innovation means little if your product can’t be found. A smart product locator like Grappos ensures your boxed wine, paper bottle, or canned rosé doesn’t just sit on a shelf—it gets discovered, shared, and enjoyed.
Ready to bring your innovative packaging to the forefront? Request a Grappos demo and help your wine stand out from the bottle.
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