From this year, the 750-ml wine bottles closed with screwcaps and weighing only 350 grams will be available to local wine producers. These compare with an average bottle weight of over 500 grams just four years ago.
"The new 350 gram glass bottles for red and white wines have been designed to accommodate screwcap closures, which account for over 65% of South Africa's wine production. They are scheduled for launch by mid-April, in time for the 2010 harvest," stated Su Birch, CEO of Wines of South Africa (WOSA).
At the same time, the average weight of bottles sealed with corks had been reduced in weight from 570 grams to 460 grams, she said.
Birch said the sturdy, light-weighted bottles, apart from strengthening South Africa's reputation for environmentally responsible wine production, would also address the demands of leading retailers. Also keen to enhance their sustainability credentials, the multiple grocer chains were responding to high-profile media and consumer calls for more eco-friendly packaging.
"As we raise our export volumes of mostly bottled wines, we also increase our carbon emissions, so it becomes a delicate balancing act to enhance our sustainability profile while pushing up our output," she explained.
Birch added that alternative wine packaging, such as the wine pouch offered by leading export brand, Arniston Bay, had also been welcomed in many export markets. South African bag-in-box wines were also very popular, particularly in Scandinavia.
"On the face of it, one solution might be to ship more of our wines in bulk directly to their export destinations for off-shore bottling. However, this poses a major problem in that many jobs would be lost during what must rank as the worst recession in current memory. Last year over a million jobs were shed in the formal sector, forcing many further millions of South Africans into a state of dire poverty."
She said the wine industry body, SA Wine Industry Information Systems (SAWIS), had calculated that for every 10 million litres of wine shipped in bulk, just over 107 jobs would be lost. The wine industry currently provides direct employment for close on 276 000 people.
"This figure does not even factor in the multiplier effect that such job losses bring. For example, it has been reported that for every one of Unilever's direct jobs in South Africa, another 22 workers depend on the company for at least a part of their livelihood. This is an indication of just how crucial each job is to a developing economy such as ours."
Last year, South Africa exported 389 million litres of wine. Of the total, less than half - 150,5 million litres - were exported in bulk. "Fortunately, the volume of bulk exports dropped 18% in 2009, compared with year before, whereas packaged exports rose 7% over the same period. This is not only good for individual brands and for jobs but for the quality standing of Brand South Africa," concluded Birch.
