Accompanied market tests for more sustainable wine
Neustadt an der Weinstraße, October 29, 2024 - Practical research to evaluate sustainable wine packaging: accompanied market tests of wine in returnable bottles are being carried out in five selected Globus stores and three Edeka stores in Heilbronn. Initiated by the Weincampus Neustadt in cooperation with Globus, Edeka Südwest and selected wine producers, the project aims to investigate the feasibility and acceptance of reusable systems in the wine industry. The retail trade is an important sales partner for wine producers. Considerations regarding packaging, sustainability and, in particular, reusable systems should be examined accordingly in the context of market tests, which is being realized as part of the EIP research project Wein-Mehrweg Baden-Württemberg with the support of the project partners.
The aim of the market test is to gain insights into consumer behavior, price perception and sustainability acceptance of reusable glass bottles in the common 0.75 packaging unit for wine. The different deposit rates for returnable bottles are part of the test. The research team and students accompany the market launches with presence, education and surveys at the point of sale. The surveys evaluate market acceptance, consumer attitudes and the desired requirements for reusable wine systems. The results are intended to provide recommendations for action for a broader market launch and at the same time promote awareness of environmentally friendly packaging.
The Globus test stores include locations in Waghäusl, Hockenheim, Mannheim-Vogelstang, Kaiserslautern and Neustadt an der Weinstraße. Three wines (Pinot Gris from Kaiserstühler Winzergenossenschaft Ihringen eG, a Samtrot from Lauffener Weingärtner eG and a Pinot Noir Rosé from Winzergenossenschaft Wolfenweiler eG) are offered in both disposable and reusable bottles. The three Edeka test markets are located in Heilbronn and belong to Edeka Ueltzhöfer with four listed wines from Weingärtner Cleebronn-Güglingen eG and Lauffener Weingärtner eG in an identical returnable bottle.
Further information on the project and the partners involved can be found on the Neustadt Wine Campus website.
*The wine reusable project is funded as part of the European Innovation Partnership "Agricultural Productivity and Sustainability" (EIP-Agri). The funding measure is part of the Baden-Württemberg Rural Area Action and Development Plan 2014-2022 (MEPL III). The project is funded by the state of Baden-Württemberg and the European Agricultural Fund for Rural Development (EAFRD).
Contact:
Weincampus Neustadt
Katharina Kleiner
E-mail: katharina.kleiner@ 8< SPAM protection, please remove >8 hwg-lu.de
