Momentum around wine bottle reuse continues to build, with Oregon-based reuse platform Revino expanding into California through new pilot programs with Silver Oak Cellars and Etude Winery.
The two wineries have partnered with Revino to test closed-loop reuse systems within their tasting room operations. The pilots are designed to evaluate how existing glass bottles can be collected, cleaned, and redeployed more efficiently, extending their lifecycle while reducing waste and emissions.
The initial phase involved collecting a half-pallet of empty bottles from tasting room activity. That small-scale approach allows the partners to assess operational realities, including internal handling, return logistics, consumer communication, and overall cost performance.
“Partnering with legacy brands like Silver Oak and Etude to explore the possibilities of reuse is an exciting step forward for Revino,” said Adam Rack, COO and cofounder of Revino. “This pilot allows us to open the door to new applications for reuse while deepening our presence in California. Both wineries hold a strong commitment to sustainability, making them ideal partners as we work together to demonstrate how closed-loop systems can reduce waste, lower emissions, and shape the future of wine packaging in California and across the industry.”
Testing Closed-Loop Reuse in Wine Packaging
The California pilots reflect a broader shift within beverage packaging toward reuse models that emphasize durability and multiple life cycles rather than single-use recycling.
Revino’s system centers on standardized bottles designed for reuse, supported by wash-off labels and a return logistics network. The goal is to keep glass bottles circulating as long as possible, reducing both material demand and carbon impact.
Since launching in 2022, the company reports working with more than 100 wineries and placing over one million reusable bottles into circulation, each designed for up to 50 uses.
For participating wineries, the pilots also provide a way to test how reuse aligns with brand values and customer expectations.
“At Silver Oak, we believe caring for the land is inseparable from making extraordinary wine,” said Haley Duncan, Safety and Sustainability Manager. “That belief shaped both of our LEED Platinum-certified wineries, and it continues to guide how we innovate for the future.
“Revino’s bottle reuse program is a meaningful next step in that work, helping us reduce waste while meeting the expectations of consumers who look to Silver Oak to lead with both quality and purpose. We’re proud to partner with Revino as we continue our long-term commitment to protecting our winegrowing communities and preserving their natural beauty for generations to come.”
“At Etude, we are always looking for new ways to be better stewards of the environment that we cultivate from, and bottle reuse is an opportunity to address one of the biggest drivers of wine’s carbon footprint,” said Jon Priest, Etude winemaker and general manager. “As winemakers, we have a responsibility to care for the land that defines our wines, and this pilot allows us to explore ways to reduce impact without compromising quality.”
Building Infrastructure for Reuse
A key challenge for bottle reuse has been aligning packaging design, labeling, and logistics across multiple stakeholders. Revino has focused on interoperability, working with partners such as Eurostampa and Fedrigoni to source wash-off labels and adhesives, while collaborating with Wausau Coated Products to develop U.S.-based solutions tailored to wine and spirits applications.
The California pilots mark an important geographic step for the company as it moves beyond its Pacific Northwest base into a larger and more complex wine market. If successful, the programs could help demonstrate how reuse systems can scale from controlled environments like tasting rooms into broader distribution channels.
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Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
