UK Grocer Morrisons Unveils “Green” Wine Screw Cap


UK grocer Morrisons is introducing a new environmentally friendly screw cap on its on its basic/value private brand Soave wine. The cap is supposed to reduce its carbon footprint and makes the bottle easier to recycle. The Green Leaf screw cap is manufactured by Italian firm Enoplastic.

The new cap uses the same technology and materials as a standard screw cap, but contains 64% less aluminum and can be completely removed, making it easier for the bottle to be recycled. It also takes up less space when transported, which will reduce the size of cap shipments to the bottling plant by 60%.

BWS category director Steve Mosey said: “This new launch is proof of our ambition to drive innovation in the category which our BWS team has worked hard to keep fresh and relevant to our customers. We are proud to take responsibility for our own carbon reduction while keeping prices low.”

Packaging development manager Steve Jackson added: “Carbon reduction is highly important in all areas of our business and I am very pleased to have worked with the BWS team to launch this new closure.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.