The Martini Asti bottle redesign lowers glass weight, saves energy and preserves iconic Martini’s heritage.
The elegance and sophistication of multi-award winning Martini Asti sparkling wine is built on a more than 150 years of great taste and contained in bottles with an iconic shape and sustainable design.
A strategic redesign that began in 2010 has produced a streamlined version of the original Martini Asti bottle, shaving off close to two ounces in weight. The aim was threefold: to reduce the glass weight, to keep the same external shape and to guarantee consumer safety. The redesign team worked to honour the 150 year old heritage of the Martini brand while incorporating the latest in sustainability design.
“We are talking about a bottle for sparkling wine that involves quite a bit of liquid pressure inside,” explained Simona Filosi, Martini senior packaging developer. “Today, when you compare the old and new bottles side by side, you cannot tell any difference in terms of shape. However, by reducing the glass weight, we reduce the energy required to make the bottles.” The annual energy savings from lighter-weight glass for these Martini bottles is equivalent to 330 fewer cars off the road in a year.
The redesign is part of a broad scope of sustainability initiatives for Martini. At Martini facilities worldwide, the commitment to protect the environment and reach a net-zero impact has fostered a reduction in greenhouse gas emissions by nearly 30%, solid waste by nearly seven percent and water use by nearly 4% over the past eight years.
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