# Sustainable Longetivity-Boosting Wines Waitrose Grocer Creates a Packaging Solution for its Wine By Amy Duong | Published 2020-07-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/waitrose-grocer References: [foodingredientsfirst](https://www.foodingredientsfirst.com/news/wine-in-a-tube-waitrose-boosts-shelf-life-by-10-ten-days-with-recyclable-packaging.html) [Waitrose Grocer](https://www.trendhunter.com/trends/citizens-of-soil) is a premium grocery chain based in the Uk and it unveiled a special sustainable solution for its wine. Launching an [eco-friendly packaging](https://www.trendhunter.com/trends/the-collective-good-wine-range) in the shape of a tube, the brand worked in collaboration with [Italian Orion Wines](https://www.trendhunter.com/trends/italian-escape-menu), holding the wine in a bag within the tube. The format of the packaging is 100% recyclable and it holds up to three glass bottles of wine. Once the wine os opened, it stays fresh for approximately another ten days longer than the 75cl bottles usually last. This packaging elongates the wine's longevity and freshness overtime. Marien Rodeiguez, Waitrose Buyer, states, “this is an important step forward in our efforts to become the leading sustainable retailer in the UK. These Italian wines offer customers the possibility to enjoy wine in an environmentally sustainable way." Image Credit: Waitrose ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 27% | Activity: 16% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Packaging Solutions:** The use of eco-friendly packaging solutions, like Waitrose's tube packaging, presents an opportunity for businesses to align with sustainability goals and meet consumer demand for more environmentally-friendly options. - **Extended Product Longevity:** The development of packaging solutions that enhance the longevity and freshness of products, like Waitrose's wine tube, opens up opportunities for businesses to provide longer shelf lives, reduce waste, and meet customer preferences for quality and convenience. - **Collaborative Partnerships:** Collaborative partnerships between brands, like Waitrose and Orion Wines, can lead to innovative packaging solutions that combine expertise and resources to create sustainable and consumer-friendly products and services. ### Where This Applies - **Grocery and Retail:** Grocery retailers can explore sustainable packaging solutions, like Waitrose's wine tube, to align with consumer values and differentiate themselves in the market. - **Wine Industry:** The wine industry can invest in packaging innovations, such as Waitrose's tube packaging, to provide customers with extended product freshness and longevity, enhancing the overall wine experience. - **Eco-friendly Packaging:** The eco-friendly packaging industry can work with companies, like Waitrose, to develop and offer sustainable packaging solutions that cater to various product categories and address the growing demand for environmentally-friendly options. ## Related on Trend Hunter - [Lightweight Wine Bottle Packaging](https://www.trendhunter.com/trends/aldi-and-greencroft.md) - [Environmentally Focused Wine Products](https://www.trendhunter.com/trends/wise-wolf-by-banrock-station.md) - [Refillable Olive Oil Packaging](https://www.trendhunter.com/trends/citizens-of-soil.md) - [Sustainably Packaged White Wines](https://www.trendhunter.com/trends/wise-wolf-sauvignon-blanc.md) - [Sustainable Natural Wine Boxes](https://www.trendhunter.com/trends/sustainable-natural-wine.md) - [Sustainable Bulk Pinot Grigios](https://www.trendhunter.com/trends/rewild-wines.md) - [Miniature Glass-Free Wine Packaging](https://www.trendhunter.com/trends/mud-house-mini-box.md) - [Recycled Glass Wine Packaging](https://www.trendhunter.com/trends/campo-viejo.md) - [Cylindrical Boxed Wines](https://www.trendhunter.com/trends/elegant-boxed-wine.md)