Grapur: Italian wine's sustainability revolution

Last updated 9 April 2025 In Features

Reducing waste and carbon emissions, protecting the environment and embracing lower-alcohol choices: today’s consumers are increasingly clear about their priorities. Until recently, they might well have felt that much of the wine industry did not share their values – but no longer. Grapur, a new vegan, sustainable and organic Italian wine brand, has been launched to champion these principles with both style and substance.

A holistic approach

Grapur is custom-built to speak to today’s progressive consumer. Developed by Mack & Schühle Italia, which produces wines in Puglia and Friuli-Venezia Giulia, the two Grapur wines – one red and one white – mean wine lovers can make the ethical choice without compromising on flavour.

For Mack & Schühle Italia, sustainability means embracing a holistic approach to wine, taking care at every step of the journey, from regional supply chains to final packaging. With the release of Grapur, it sets a new standard for recycled and responsibly sourced packaging. The bottle’s synthetic cork and label are fully recyclable and made from recycled material: 100% recycled ocean-bound plastic (OBP).

Stopping marine pollution at its source

NGO Zero Plastic Oceans defines OBP as plastic waste at risk of ending up in the ocean (comprising plastic fishing gear and plastic litter left near seas and waterways): the category is responsible for a shocking 80% of plastic marine litter. This is the problem Grapur’s bold packaging sets out to tackle through clear and tangible action.

The bottle, meanwhile, is the lightest of its size in the world – reducing carbon emissions from both glass production and transport while maintaining the classic, recognisable silhouette. They will be packaged in lightweight, high-performing outer cases made from recycled cardboard, printed with only water-based inks.

The liquids inside both offer a balance of low calorie and alcohol content (9% ABV) and forceful personality. The white is aromatic with notes of lime and white flowers, while the red is red fruit and cherry-driven – and additional sparkling and zero-alcohol styles are planned.

All in all, Grapur is more than a brand: it’s a proud declaration of values, and a wine that today’s consumers can trust has their principles at heart.