Sir, Whether it’s Tesco pledging to reduce the weight of glass in its Champagne bottles or GreenBottle’s paper wine bottle, the drinks industry is increasingly under pressure to show its sustainability credentials.

However, several issues are likely to stand in the way of wide-scale adoption. With Champagne, part of the brand value comes from the bottle. With GreenBottle, it will take a long time to educate consumers as to its benefits. Aside from wine in a box, the UK wine market has been resistant to moving away from glass. It will take a brave brand to make the first foray into any new packaging. Glass is, after all, the ultimate recyclable packaging.

James Boulton, creative director at Claessens International