Those words from the song, Bottle of Wine, were written by folk singer (what’s a folk singer?), Tom Paxton, in 1964. The bottle he was referring to “back in the day” was undoubtedly made out of glass, as has been the tradition for centuries.
Flash forward sixty years to 2024 and a shift in packaging trends is emerging among millennial and Gen Z consumers. These two youngest generations are expressing a diminishing affinity for traditions of all types in their purchasing patterns. And wine bottles are becoming part of the equation.
Several factors, including sustainability, convenience, and lifestyle alignment are driving a preference for aluminum over glass among Gen Z and millennials. Here are some statistics and accompanying rationale that illustrate these trends:
According to a 2022 release from the Sustainable Packaging Coalition, more than 74% of millennials and Gen Z are willing to pay more for sustainable products, including eco-friendly packaging. Aluminum, being highly recyclable, aligns well with these values, driving its popularity among younger consumers.
Industry publication Packaging Digest reports that 38% of millennials believe that aluminum packaging makes a product appear more premium and innovative, compared to 22% for glass. This perception drives their preference for aluminum in products like wine and other beverages.
The busy, on-the-go lifestyles of Gen Z and millennials prioritize convenience. Aluminum’s lightweight and portable nature makes it a practical choice for those who want to enjoy wine or other beverages without the hassle of carrying heavy, breakable glass bottles.
Health and safety go hand-in-hand with today’s wine aficionados, particularly in public or outdoor settings, making aluminum bottles a more appealing option. It eliminates the risk of breakage and the potential for injury, which is a significant concern for younger consumers in active, social environments.
And then there’s the battle for share on mind. Many brands targeting Gen Z and millennials are emphasizing sustainability, convenience, and innovation in their marketing strategies. These values align with the preferences of younger consumers, further driving the shift towards aluminum packaging.
Here’s one last statistic from Nielsen that underscores the overarching appeal of “new” with these two generations: 52% of millennials and Gen Z consumers are attracted to brands that offer innovative packaging. The modern, sleek design of aluminum packaging is seen as aligning with the preferences of younger, design-conscious consumers.
All in all, the preference for aluminum over glass among Gen Z and millennials reflect their values, lifestyle choices, and expectations from brands. These trends are forecast to continue shaping the packaging industry as younger consumers become an increasingly dominant force in the market.
Check out our full body custom shaping capabilities for wine brands in this article: https://cclcontainer.com/ccl-container-introduces-aluminum-wine-bottles/
Here’s a success story about aluminum wine bottles we created for a client: https://cclcontainer.com/wine-bottle-makeover-how-stylish-on-the-go-aluminum-is-transforming-the-premium-beverage-market/
To learn more about CCL Container’s innovative manufacturing capabilities in the premium beverage market, visit https://cclcontainer.com/markets-served/beverages.