Leapfrogging sustainability in the wine industry: advancing reuse initiatives through producers’ attitudes

Abstract

The glass bottle is the primary contributor to the carbon footprint of wine. Despite the environmental potential of glass bottle reuse systems, their adoption in the wine industry remains low. Little is known about how structural characteristics such as business type and production volume shape producers' attitudes toward glass bottle reuse systems. The objective of this study was to evaluate key drivers that support the further development of wine glass bottle reuse systems. A quantitative survey was conducted among German wine producers, including 500 wineries, 40 cooperatives, and 15 wine cellars, collectively representing more than half of Germany's total wine output. The data were analysed using Multiple Correspondence Analysis in conjunction with k-means clustering. More than 60% of the producers indicated a favourable attitude toward the reuse of wine bottles; however, major implementation barriers remain. The study advances circular economy research by showing that producer attitudes toward reuse cannot be reduced to pro- and anti-reuse positions. Structural conditions, particularly production volume and sales channels, provide a more robust explanation for heterogeneity in adoption of reusable bottle systems than business type alone. Cluster analysis reveals three distinct producer profiles: (1) realists, who hold a balanced view of opportunities and challenges and demonstrate relatively high readiness for adoption; (2) conservatives, generally larger than idealists, who emphasize financial and logistical risks; and (3) idealists, smaller producers who place strong emphasis on environmental and reputational benefits. By linking producer profiles to specific structural and operational barriers, these findings provide a basis for designing targeted reuse initiatives that can facilitate broader adoption of reusable wine bottle systems.