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WA startup Greenskin’s online DTC model sells eco-friendly packaged wines

A Western Australian wine startup has launched a direct-to-consumer online business selling premium wine packaged in environmentally friendly 750ml plastic pouches.

Founders Mike Davies – who has worked in winemaking and wine packaging for 40 years – and Kim McKee, saw a need in the market for a more environmentally friendly, convenient solution for packaging quality wine.  

“We knew we weren’t the only wine lovers embarking on land and sea adventures who find traditional bottles heavy, bulky, breakable, and very inconvenient to dispose of during and at the end of your adventure,” said Davies.“

Greenskin Wine founders Mike Davies and Kim McKee.

After storing, carrying, drinking, and disposing of more than our fair share of glass bottles, we wanted to create a product that was not only better suited to the great outdoors but kinder to it. Going glassless was our answer.” 

Davies and McKee selected high-quality, small runs of wine from respected Western Australian wine producers for their first offering to the market. “We are mindful of the damage that could be done by filling a new packaging format with sub-standard wine and have been careful not to take that risk,” Davies said.

The initial range comprises Sauvignon Blanc Semillon, Chardonnay, Rose, Pinot Noir, Syrah and a Cabernet Merlot sourced from the Margaret River and Great Southern wine regions of Western Australia.

Greenskin’s closed-loop system ensures each pouch is 100-per-cent recyclable. Every carton of six pouches shipped includes a prepaid mailer bag so consumers can return the empty pouches to Greenskin’s recycling partner, RedCycle. 

Empty wine pouches can be mailed back to Greenskin Wine’s recycling partner RedCycle.

They believed soft pouches are a viable alternative if they could be fully recyclable, backed up with a mail-in return concept.

“Forget your disturbing goon-bag memories of yesteryear, this is all about premium quality wine in a convenient, eco-friendly package,” he said.

“Once people have ordered and tried the wine all feedback has been positive to date. We have received not one negative comment about the wine quality, or the packaging.”

For now, Greenskin Wine plans to continue exclusively with its DTC model, with no plans to recruit wholesalers or export partners. 

“As we are only producing small batches of premium quality, this model is the most viable for us at present,” McKee told Internet Retailing. 

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