UK-based wine company Garçon Wines is spinning off the packaging elements of its business under new brand Packamama, and will operate its sustainable wine brand and wholesaler business separately.
Packamama will encompass the packaging supply and bottling elements to third parties previously handled by Garçon Wines, including its climate-friendly eco-flat wine bottles, made from 100 per cent recycled PET bottles.
Realising the potential of eco-flat bottles to help create a more sustainable wine industry, and after receiving much commercial traction and media interest, Garçon Wines says it quickly pivoted to primarily offering its lower carbon packaging format to other wine businesses. As the packaging business does not provide wines, it says that it became increasingly confusing to be named after a traditional French waiter and to include ‘Wines’ in the company name.
The newly established “climate tech packaging business” is intended to offer packaging to protect Mother Earth, as the name Packamama suggests, and is “on a mission to tackle the wine industry’s carbon footprint hotspot of round, glass bottles”.
Garçon says the launch of the the packaging business line as Packamama reinforces the company’s vision to be “a driving force in the acceleration towards a low carbon future in the drinks industry, by providing climate tech packaging designed for a circular economy, starting with wine”.
(Pic credit; Accolade Wines)
In addition, it says, the new “liquid-agnostic brand name” opens the opportunity to cater to the strong demand for more efficient and planet-friendly packaging in other industries, such as olive oil and spirits.
With the new business brand launch coinciding with Mardi Gras, Santiago Navarro, CEO & founder of Packamama said, “Beyond carnival and pancakes, this day is also known as a day of giving thanks to the planet. Over the last 60-100 years, humans have over consumed, over polluted, and damaged the natural world. This has caused ecological meltdown, mass biodiversity loss, and a serious existential threat for the human race as outlined in [the] latest IPCC report.
“When looking at areas to innovate to help safeguard the planet, rethinking packaging from base assumptions can uncover its full potential as a force for good in contributing to circular models and helping slash carbon footprint. Our new name and accompanying visual identity are designed to be uplifting, memorable and purposefully distinct from other packaging businesses, perfectly solidifying our commitment to creating packaging that protects Mother Earth. Indigenous people have inspired us, as their tradition of nature conservation we must now all follow.”
Headquartered in London, UK, Packamama is powered by a production network of industry leaders spanning the UK, Australia, and the USA, with the team soon to expand to Melbourne and California.
Packamama will continue to build the traction of eco-flat wine bottles with multiple, well-respected brands set to launch in the format in Europe, Australia, and the USA in the months to come. Meanwhile, Garçon Wines will still operate, but as a separate sustainable wine brand owner and wholesaler business.
