Brown Brothers has launched a limited-edition Prosecco in a 750ml aluminium bottle – the first of its kind in Australia – in a move that combines sustainability, convenience and shelf appeal.
The innovation, developed over two years in close collaboration with global packaging specialist CCL Industries, reimagines sparkling wine packaging with a lighter, recyclable format. Lighter than glass by 40 per cent, the aluminium bottle also chills quickly, removes the need for secondary packaging such as labels or sleeves, and simplifies recycling.
Cam Miller, pre-production team lead at Brown Brothers, said: “CCL Industries have been working with us hand-in-hand the whole way and are equally committed to improving the environmental footprint in packaging and trying something new and different.”
Technical innovation in design and print
According to bottle converter and printer CCL, the breakthrough has been enabled by its trademarked BodyShapes technology, which allows for dramatic curves and contours throughout the length of the aluminium container, replicating the premium cues of traditional glass. Its distinctive C-Shoulder design, defined by a flat-edged shoulder surface, has been successfully deployed in other sectors and is now brought into wine packaging.
The Brown Brothers Prosecco bottle is also a showcase of decoration technology. Using direct eight-colour print on aluminium, the container delivers vibrant branding and strong shelf presence without the need for sleeves or labels. Manufactured at CCL Container’s aluminium hub in Hermitage, Pennsylvania, the design demonstrates how aesthetics and sustainability can be combined in a premium format.
Scalability and market potential
Stephen Sawyer, managing director CCL Australia told PKN the company sees strong potential for aluminium to expand further across the wine and spirits market. The format is already in use internationally for white and rosé wines, particularly targeting younger consumers seeking unbreakable, lightweight options for festivals, concerts, travel and outdoor occasions.
“Aluminium bottles are lightweight, shatterproof, and more sustainable due to their recyclability and lower carbon footprint during transport,” Sawyer said. “While there is still some resistance in the traditional wine market, acceptance is growing, particularly among environmentally conscious and younger consumers. Just as aluminium screw caps moved from being seen as non-premium to the norm, we see aluminium bottles following a similar trajectory.”
Strategic timing for Prosecco
For Brown Brothers, the launch is not only about packaging innovation but also about capturing momentum in the Prosecco category. Bottled in Victoria’s King Valley – Brown Brothers’ home since 1889 – the aluminium format complements its core Prosecco portfolio and is positioned to engage both existing loyalists and new consumers.
Prosecco is currently up +11 per cent year on year in an otherwise flat wine market, with just 30 per cent penetration among wine drinkers – leaving significant room for growth. Brown Brothers sees the aluminium edition as incremental to its core range, designed to appeal during high-consumption occasions such as summer and Christmas.
The limited-edition aluminium Prosecco bottle is now available nationally through major liquor retailers, across domestic channels in Australia and New Zealand.
