Bronco Wine Co., Ceres, Calif., a major supplier of varietal wines, is establishing a strong position in the single serve, 187ml wine category with the adoption of lightweight polyethylene terephthalate (PET) bottles from Amcor Rigid Plastics, the
world’s leading producer of rigid plastic packaging. Bronco, the fourth largest winery in the U.S., recently made a major packaging switch from glass to further penetrate the retail and airline markets and capitalize on PET’s glass-like clarity, portability, sustainability advantages and reduced cost.
Bronco has witnessed strong sales growth in the retail and airline business thanks to the consumer acceptance of these convenient, aluminum screw cap bottles. Wine packaged in PET bottles can be sold at parks, concerts and other outdoor venues while airlines are also drawn to the lightweight and sustainability benefits, according to Fred Franzia, president of Bronco Wine Co. “We’ve added customers in the on-sale (restaurants, bars) and off-sale (retail) segments plus increased sales with our airline customers,” explained Franzia. He said the increased sales in the 187ml package have come with the Crane Lake, Red Truck,
Coastal Ridge, Hacienda, Harlow Ridge, and ForestVille brands.
The switch to PET also delivered key sustainability benefits in keeping with Bronco’s commitment to environmentally responsible practices in its wine making operations. “We’re able to offer the consumer a convenient, lightweight container that is 100% recyclable,” explained Franzia. “And just as important, the reduced cost is allowing us to increase our customer base.” PET containers are one-sixth the weight of glass bottles, unbreakable, less wasteful and recyclable.