Smurfit Kappa has created a sustainable packaging product specifically tailored for wine, to help businesses in the sector capitalise on the continued growth in eCommerce wine sales.

The new solution holds Amazon’s ‘Frustration-Free Packaging’ (FFP) certification, which according to the company is a world first for a generic packaging product that caters for different case counts and wine bottle types.

The eCommerce wine sector has seen a significant increase in sales since the beginning of the pandemic in 2020. Shopping for wine online has been hailed as the next big consumer trend with market research company Euromonitor reporting a 52% increase in online wine sales between 2019 and 2021.

Smurfit Kappa’s new wine multi-pack consists of a sleek design comprising an outer box and buffers and is robust enough to reach the end consumer no matter how complex the supply chain is. Amazon’s FFP programme was introduced to reduce over-packing, improve the consumer experience and enhance sustainability.

Vice president of innovation and development Arco Berkenbosch, said, ‘We are delighted to partner with Amazon to deliver another pre-certified Frustration-Free packaging solution. We have used our 15 years of eCommerce experience to design this solution for the direct-to-consumer wine sector which is continuing to grow at a phenomenal pace. Our 100% recyclable new pack will enable businesses selling wine through Amazon Marketplace to get their products to the end consumer quicker and speed to market is a key differentiator in today’s world.’