June 18, 2008 - Nearly a year after launching lightweight pouch packaging for its wines, South African vintner Arniston Bay is focusing its green message on the U.K., UTalkMarketing reports.

Arniston Bay wines are sold in resealable 1.5 liter pouches that the company says have an 80% smaller carbon footprint and take up 90% less space in landfill compared to glass bottles. While the pouches are not easily recyclable, their lightweight, stackable design makes them more efficient to transport, according to Arniston Bay.

"We have worked hard to create a packaging solution to redefine the boundaries of sustainability in the wine industry and make people think differently about the cradle to grave lifecycle of wine," says Barney Davis, the company's head of brand development in the U.K. and Ireland. "Arniston Bay has such strong brand recognition among consumers that it is well equipped to carry this message."

Arniston Bay is particularly strong seller in the U.K., where supermarket chain Tesco estimates that alternatively packaged wines are its fifth largest section in the wine aisle. Tesco has made a high-profile effort to educate its customers on the climate impact of the products they purchase, debuting a carbon label on select store products in April.

Ads touting Arniston Bay's pouch packaging will run throughout the U.K. this summer. The company hopes the campaign will attract younger drinkers the brand.

A wide range of wine brands are currently experimenting with alternative packaging, from cartons to bags-in-a-box.