The identity of wines and spirits is not determined solely by the unmistakable flavor of the product, but also by the glass packaging that introduces them onto supermarket shelves or bar counters. Glass bottles of different spirits are comparable to design objects that attract the consumer through clear recognition, due as much to a long tradition as to a constant evolution aimed at obtaining a refined, pleasant, contemporary product, capable of transmitting the "character" of the drink it contains. In other words, a surprising and effective synecdoche is created between the design of the packaging and the taste of the spirit.
The glass packaging sector is among the excellence of the European manufacturing sector, but with the PPWR (Proposal Packaging and Packaging Waste) proposed by the European Commission there is now the risk of limiting, if not weakening, this supply chain. Let us therefore try to define the picture of the situation, reporting the instances di FEVE, spiritsEUROPE e CEEV – Comité Vins.
The shared principle
These associations support the objectives of the Packaging and Packaging Waste Regulation (PPWR). Their members are actively committed to improving the sustainability of the products placed on the market. Reducing the weight of packaging and using techniques with a low carbon footprint are just two of the solutions adopted to lead the glass packaging sector towards a green future.
A dangerous regulation
The general objective of the PPWR is therefore fully embraced by the three associations; to be challenged is the risk, feared by the proposal, of a severe limitation of packaging design. It is quite likely that this limitation will negatively impact consumer choices, product value, brand identity and, more generally, the competitiveness of the European packaging sector.
Too much standardization, dictated by the minimization of packaging and the new performance criteria, it would compromise the brand building processes painstakingly produced through careful studies on the design of the bottles.
Recognize the contribution of glass packaging
Furthermore, we must not ignore how many packaging projects are part of the tradition and know-how of the Old Continent. They are also connected to them intellectual property rights, which protect against counterfeiting and raise the prestige of European products on a global scale, for a market value of around 250 billion euros.
Glass packaging, thanks to the wonderful quality of this material, is an integral part of the product and its identity, but they are also indicators of his sustainability and its health compliance and environmental.
FEVE, spiritsEUROPE and CEEV therefore invite you to recognize the added value given by packaging, whose various functions contribute to innovation, competitiveness and sustainable growth of the sectors involved.
Source: feve.org, glassonline.com
