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Laithwaites extends recycled glass range after selling out in 72 hours

27 July 2022 By Eloise Feilden

Online wine retailer Laithwaites has added an organic white and rosé to its W/O range – bottled in 100% post-consumer recycled glass – following the success of the range’s first launch earlier this year.

The online wine merchant launched the UK’s first 100% recycled glass wine bottle in January after pledging to halve its carbon footprint by 2030.

The first iteration in the range, W/O Frappato, was made in partnership with Dino Tashcetti at his co-operative winery in Sicily.

Laithwaites sold out of the Frappato within just 72 hours of launching, leading the merchant to expand the range with two new offerings.

The new white is made from 100% Lucido grapes and the rosé is pressed from 100% Nero d’Avola.

According to a recent audit from EcoAct, transport and glass packaging account for 68% of Laithwaites’ carbon footprint – versus grape growing and winemaking which are 15% and 17% respectively. The company decided to look to its packaging in order to reduce its carbon footprint and reach its green goals.

Louise O’Hara, product innovation manager at Laithwaites, said of the range extension: “We wanted to give our customers a product format that they are familiar with but that reduces our impact on the environment. The fact that our inaugural red sold out within 72 hours of its launch – and that the stock kept flying out every time it hit our online site – shows just how supportive everyone has been of the project.”

The Laithwaites W/O recycled glass range is designed without capsules, and the fully biodegradable labels are made using eco-friendly pulp. Information not displayed on the labels can be accessed via a QR code.

Laithwaites also launched its first wine in a paper bottle this month, aiming to expand its sustainable packaging options to customers.

The packaging is made with 94% recycled paper, with a recyclable plastic pouch inside, and weighs just 83g.

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