‘It just makes sense’: Why in-market bottling is winning the sustainability battle
Producers at the World Bulk Wine Exhibition (WBWE) say the environmental and commercial case for shipping wine in bulk has reached a tipping point, with long-haul exporters now treating bottling in market as the default option.
The environmental case for bottling wine in market has become “impossible to ignore”, according to producers and logistics specialists speaking at this year’s World Bulk Wine Exhibition (WBWE), who reported a surge in demand for bulk shipments driven by carbon-reduction targets, cost pressures, and greater format flexibility.
Kingsland Drinks, one of the UK’s largest in-market bottlers, said interest from retailers and brand owners has accelerated sharply, with businesses now regarding bulk shipping as the default option for long-haul wines. Paul Braydon, director of business development and marketing, told db that the sustainability gains are “significant and measurable”.
A standard container shipped with bottled wine carries around 3,080 bottles, he explained. The same container shipped in bulk holds the equivalent of 5,280 bottles, reducing emissions per litre while also avoiding the transport of heavy glass manufactured overseas. “We shouldn’t be shipping glass that’s been made in another country all the way around the globe,” Braydon said. “The further the distance, the bigger the sustainability benefits.”
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The environmental efficiencies are amplified by Kingsland’s supply-chain design: most of its bottles are manufactured within 30 miles of its Manchester facility, allowing the company to operate a near-closed-loop system and significantly reduce freight movements. “Because of our central location, we can distribute with minimal road haulage,” Braydon added.
EPR and retailer pressure accelerate format shift
Logistics specialists at WBWE said advances in flexi-tank technology have made it possible to ship premium wines without compromising quality, expanding the range of wines now being bottled in market. Improved tank integrity and temperature-control systems mean “you can comfortably ship high-quality wines”, according to freight experts, helping brands meet sustainability commitments without lowering standards.
The trend also aligns with pressures created by the UK’s Extended Producer Responsibility (EPR) framework, which incentivises lighter packaging and increases the cost burden of heavier glass. Braydon noted that many brand owners are beginning to rethink formats altogether, with bag-in-box, cans, and lighter bottles receiving “more commercial attention than ever”.
WBWE’s discussions suggested that bottling in market is no longer a fringe practice but a structural shift in global wine supply chains. With rising shipping costs, regulatory pressure and consumer demand for lower-impact packaging, bulk wine shipments look set to continue gaining share among major retailers and importers.
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