Does wine belong in a glass?

And what does the customer actually think?

These days, the world of wine isn’t just concerned with what’s in the bottle. Increasingly, attention is also being paid to the packaging in which the wine is actually presented to the customer.
A new study published in the journal *Cleaner and Responsible Consumption*, to which researchers from the University of Arkansas contributed, offers an interesting insight into consumers’ perceptions of wine packaging. It shows that reality is – as is often the case with wine – full of contrasts.

Glass as a symbol of trust

For most customers, the glass bottle remains a natural and trustworthy form of packaging. It is not just a practical container — it is a symbol.
A symbol of tradition, authenticity and a certain expectation of quality. Wine in a glass feels different. It has body, structure and a sense of ritual. Even the mere act of opening the bottle creates an experience that other types of packaging have so far struggled to replicate.

A surprise with alternative packaging

Walker Bartz, the author of the study, draws attention to an interesting point. It was expected that flexible packaging — thanks to lower material consumption and more efficient transport — would be received more favourably by customers. However, the results showed the opposite. “It seems that consumers are strongly influenced by the traditional visual and tactile characteristics of glass,” says Bartz. “This suggests a psychological barrier that new packaging must overcome.” In other words: it is not just about rationality. When it comes to wine, emotion plays a crucial role.

The sustainability paradox

One of the most interesting findings of the study is the discrepancy in perceptions of environmental friendliness.
Around 45 per cent of respondents identified glass as the most environmentally friendly option. At the same time, however, almost 39 per cent consider it the least sustainable option.
This paradox illustrates just how complex and ambiguous the end consumer’s perception of sustainability is. Facts, logistics and the carbon footprint all play a part — but perception is often shaped by habit, aesthetics and trust.

Context is key

The study also confirms that packaging cannot be assessed in isolation. Alternative formats, such as cans, bag-in-box or PET, have their place. They are practical, lightweight and make sense in situations such as travelling, festivals or informal drinking. However, as soon as drinking becomes an experience, customers return to glass.

Wine as a ritual

This is precisely where the difference between wine and other drinks becomes apparent. These days, it probably comes as no surprise to anyone to buy a premium craft beer in a PET bottle or a can. With wine, the situation is different. The packaging isn’t neutral. It’s part of the story. And perhaps that is precisely why wine remains one of the last products where form plays almost as important a role as content.

Our perspective
At Vinařství Fučík, we see the packaging as a natural extension of the wine itself. For us, the glass bottle is not merely a tradition. It is a way of preserving the wine’s character and its development, whilst honouring the moment it is opened. This does not mean that alternative packaging has no place. On the contrary — their importance is likely to grow.
But we believe that wine which aspires to embody terroir, a story and emotion still deserves a vessel that will enhance that story. And today, that vessel is still glass.
After all, wine doesn’t just begin in the glass. It begins the moment you pick up the bottle.

Petr Fučík