After the bag in box (Bib) and the can, now the wine is put in a bottle… made of recycled paper. If this innovation from Château La France, located in Beychac-et-Caillau between Bordeaux and Saint-Emilion (Gironde), may not delight purists, it has aroused real interest from professionals, during the Vinexpo Paris fair which is held a few days ago.
“It’s a bottle made of 94% recycled material, mainly paper, which can be recycled again after consumption, details to 20 Minutes Stéphane Mottet, owner of Château La France. In fact it is a shell, composed inside a plastic pocket, which represents a very small part of the design of the bottle. The winegrower specifies that it is “not yet possible” to do without plastic for the conservation of wine in this case. The cap is either plastic or aluminum, depending on the version.
“We reduce the carbon footprint by six times compared to glass”
But, what is the advantage compared to a classic, fully recyclable glass bottle? “Empty, this bottle weighs 83 grams, which is five times lighter than a glass bottle,” says Stéphane Mottet first, “and we reduce the carbon footprint in manufacturing by six compared to glass. »
On the practical side, “it’s a light and unbreakable bottle, which has enormous advantages for everything picnicking, festivals… We also think of the 2024 Olympic Games in Paris. “His recycling (for the cardboard part), finally, “is very easy: you press, the cardboard shell is cut in two, and you sort it. Finally, on the marketing side, “you can write 360 degrees on the bottle, which offers visibility for the brand. »
“Interest of the Nordic markets”
Château La France plans to market around 6,000 bottles of this type of wine from the spring, available on its website for a price of around 10 euros. “It’s a little more expensive than the wine we sell in glass bottles,” admits Stéphane Mottet. Question of scale of production. On 78 ha, Château La France produces 71 ha in AOC Bordeaux Supérieur red, and 7 ha in AOC Bordeaux dry white.
“For the moment, I have noticed quite strong interest from the Nordic markets (Sweden, Finland, Norway) where the consumer is more open than the French consumer, and already used to everything that is bag in box”, explains Stéphane Mottet. Above all, the Nordic countries want reduce their carbon emissions by 2030, which partly involves alternatives to the glass bottle. The owner of the Bordeaux castle, however, is “also targeting the French market” and ensures that he is in contact with two brands from the large retail sector.
Château La France is committed to a carbon neutrality approach. “For example, we have already launched a lightweight bottle concept, with 410-gram glass bottles instead of 600 grams, and we also manufacture labels from recycled paper and grape waste. »
With this new bottle, Château La France is going “even further” in its approach, and hopes to be a hit especially with a young audience who are increasingly turning away from wine, particularly red wine.
