Since 2012, we have been encouraging our suppliers to make the switch to lightweight glass for their wine bottles. In 2019, we issued an official directive to that effect.
Through this initiative, we have made the commitment to reduce the quantity of glass (in tonnes) on the market in Québec and, by the same token, lessen the environmental footprint of the material, which is used in approximately 85% of the products we sell. In addition, it was important to us that the initiative also reduce the total weight of the cases handled daily by our employees in our distribution centres and stores.
We therefore required that all wines in 750 ml, 1 L and 1.5 L glass bottles in the regular and continuous replenishment specialties catalogue priced at $24.95 or less (which represent 1,300 products and approximately 62% of our sales) be gradually switched to lightweight glass, with a financial penalty for non-compliant products.
The targeted wines are from 650 suppliers in 22 countries, and we communicated with each of our partners to inform them of the new requirement and mobilize them individually so they could approach their respective glass bottle manufacturers to begin the change process. A long awareness-building period was necessary before we could finally implement the directive in 2019.
Creating awareness was more challenging for the winemakers whose bottles make up part of their brand as a powerful marketing tool that differentiates them from the competition and helps customers recognize their products. We also faced a number of challenges stemming from perceived fears: consumers may equate a heavier product with higher quality; lightweight glass bottles are more fragile and therefore more likely to break during transport; heavier bottles store better, etc. We therefore organized several meetings to explain our objectives, reassure our suppliers and get them on board with the initiative.
In the course of the transition, we allowed for exceptions for designation of origin wines whose containers are governed by strict specifications, including a specific size and weight (no requests for an exception have been made as of yet), and for iconic bottles that are easily recognizable by their silhouette. The penalty for non-compliance does not yet apply to these products.
The planned timeline for compliance also constituted a challenge. Deferrals were granted on an exceptional basis to producers that had already bottled their wines in heavier bottles and for wines that are bottled and aged for several years (vintages).
In 2022, 84% of regular wines were sold in lightweight glass bottles.
In addition to reducing the quantity of raw materials required to manufacture the bottles, the initiative is expected to decrease the residual materials to be managed in Québec, the potential greenhouse gas (GHG) emissions related to bottle production, processing and transportation and the freight costs based on weight, as well as minimize the risk of injury to our employees.
An evaluation based on a sample of four products bottled in lightweight coloured glass containers revealed that our efforts could result in a potential reduction of up to approximately 25% in greenhouse gas emissions related to the life cycle of the bottles and up to approximately 27% of the packaging/product mass ratio.
The lightweight glass bottle initiative mobilized stakeholders and brought about major changes to products that had stood out for their bottles for decades (e.g., George Duboeuf Brouilly). The experience also paved the way for other measures, including efforts to reduce overpackaging.
The many benefits give us the momentum to continue to work with our suppliers so they can adopt more lightweight bottles for their sparkling wines and spirits.
As a public corporation, the SAQ is a major player in the global alcohol products industry. Our experience with lightweight glass has enabled us to take stock of our influence on the industry, and we intend to rely on it to support our partners around the world in the transition to more responsible and environmentally friendly practices.