Acis at wine general states, Mecarozzi: “Cardboard packaging will grow as a branding vehicle and an integral part of the buying experience. Excellence in sustainability as well.”
They were held today, Monday, Feb. 17, at the Protomoteca Hall of the Capitol in Rome, the States General of Wine, an opportunity to focus on the regulatory framework and EU policies concerning this sector.
The wine sector European represents one of the pillars of the Common Agricultural Policy (CAP) and one of the excellences of the European Union. With annual production exceeding 160 million hectoliters, the EU remains the world leader in the industry, contributing to 45 percent of global vineyard area, 63 percent of global wine production and 48 percent of global wine consumption. Viticulture involves more than 3.2 million hectares and about 2.5 million wineries, generating more than 3 million direct jobs, plus numerous indirect jobs along the supply chain. Italy, France and Spain, the EU’s main producers, continue to account for nearly half of global production. Just l’Italy boasts a production of 49.7 million hectoliters in 2024, making wine one of the most recognized symbols of “Made in Italy.”
Andrea Mecarozzi, President of the Italian Boxmakers Association – who spoke as a speaker within the panel “EU Policies and Regulatory Framework for the Wine Sector” – emphasized the central role of cardboard packaging in the wine distribution chain.
“Cardboard packaging is a key hub in the wine supply chain and in the transportation of this Italian excellence. There is an enormous amount of work that goes through the entire paper and cardboard supply chain to get to the point of producing low-cost, high-quality packaging that is adequate to best protect wines of all levels on their journey from the winery to tables around the world. The category of box converters that I represent here, thanks to its strong territorial roots, continues to develop specific skills related to different sectors, such as wine, constantly trying to bring innovative and increasingly sustainable cardboard packaging solutions, calibrated to the specific needs of the sector.”
Mecarozzi then outlined the main trends affecting corrugated packaging and their unique characteristics in terms of sustainability.
“The corrugated packaging supply chain has already achieved recyclability standards that anticipate future European regulations, demonstrating a strong commitment to a circular economy and low environmental impact. In Italy, more than 80 percent of the raw materials used in cardboard production come from recycled paper, and the recycling rate of cellulosic packaging is more than 90 percent. But we will not stop there: more can be done in terms of packaging design to reduce material waste, improve accessibility, and further encourage separate collection. As an association we are committed to guiding our box manufacturers in these new directions, anticipating future new European regulations, including the European Packaging Regulation that will come into force in 2026.”
But not only that. Today the cardboard box has also become a communication and branding tool: “Other important challenges, which also greatly affect the wine sector, continues Mecarozzi – are related to packaging innovation and creativity. The market is increasingly asking us to transform the classic brown cardboard box into something special that can best complement an exciting shopping experience, such as the wine experience. The potential of corrugated packaging as a brand positioning tool is becoming increasingly clear to the market, and this is breathing new life into our industry.”
In conclusion, the States General of Wine provided an important opportunity for discussion among institutions, operators and stakeholders in the supply chain. And it was on this occasion that the Italian Boxmakers Association reiterated the need for a greater synergy between the packaging industry and institutions. “We are working with the relevant ministries for the support of our supply chain. For our part, there is the utmost willingness in making people understand what its peculiarities and potential are, so that institutions can legislate the sector in the best possible way and at the same time not have it at a disadvantage with competing sectors. The supply chains of the future must cooperate together with the institutions so that sustainable solutions are not the most costly, on the contrary. It is certainly mutually beneficial to ” – concluded Mecarozzi.
