London, UK – 23 April 2026
Packamama, the climate tech company advancing wine packaging, today announces that it has joined WRAP’s UK Packaging Pact as a founding signatory, aligning with 100 organisations across the packaging value chain to drive systemic change towards a circular, low-emissions packaging economy.
The UK Packaging Pact is a ten-year, cross-sector initiative designed to transform how packaging is designed, used, and recovered in the UK. It brings together businesses, government bodies, and industry leaders to collaborate on practical solutions that reduce waste, cut emissions, and future-proof packaging systems in the face of regulatory and economic pressures.
For Packamama, whose mission is to decarbonise wine packaging through circular polymer bottles, participation in the Pact represents a critical platform to accelerate change in a category that has historically been overlooked in packaging reform.
A system-level opportunity for wine
Wine is one of the last major categories still heavily dependent on traditional, high-emission glass packaging. As regulation tightens – with Extended Producer Responsibility (EPR), the Deposit Return Scheme (DRS), and wider packaging reforms coming into force – the need for lower-carbon, circular alternatives has never been greater.
The UK Packaging Pact provides a unique forum to address these challenges at a system level – bringing together retailers, producers, recyclers, policymakers and innovators to align on solutions that:
- Reduce material use and optimise packaging design
- Increase recycled content and circularity
- Cut greenhouse gas emissions
- Enable investment in recycling and circular infrastructure
- Support compliance with evolving UK and EU regulation
For the wine industry, this creates a long-awaited opportunity to move beyond incremental change and towards structural transformation.
Bringing wine into the circular packaging conversation
As a founding member, Packamama will contribute a specialist voice to the Pact – bringing the specific technical, commercial, and consumer dynamics of wine packaging into cross-industry collaboration.
The Pact’s workstreams – including packaging optimisation, reuse and refill systems, infrastructure investment, and data harmonisation – offer a framework through which wine packaging can be reimagined alongside other major categories.
Packamama will engage particularly in areas such as material optimisation, recycled content adoption, and the development of scalable circular systems for beverage packaging.
Building on collaboration with leading retailers
Packamama’s participation builds on its existing collaborations with major UK retailers, including Aldi and Tesco, both of whom are also signatories to the UK Packaging Pact.
These partnerships have already demonstrated strong consumer acceptance of non-glass wine packaging formats, as well as the potential to reduce emissions and improve logistics efficiency at scale.
Through the Pact, Packamama aims to deepen these collaborations and expand engagement across the value chain – helping to unlock broader adoption of circular packaging solutions for wine.
“The UK Packaging Pact represents exactly the kind of system-level collaboration that is needed to transform packaging at pace.” said Santiago Navarro, CEO & Founder at Packamama. “Wine has been one of the most structurally difficult categories to change, largely because it has sat outside of broader packaging innovation efforts. By joining the Pact, we are bringing wine into that conversation, working alongside leading retailers, brands, recyclers and policymakers to accelerate the transition to lower-emission, circular packaging. We are proud to be part of this initiative and to contribute a start-up perspective – combining innovation with real-world commercial experience – to help shape the future of packaging in the UK.”
A platform for future progress
The UK Packaging Pact is designed not only to align industry around today’s challenges, but to actively shape the future of packaging systems, through coordinated action, shared data, and policy engagement.
For Packamama, this marks an important step in its evolution – from product innovation to system participation – helping to ensure that wine packaging is fully represented in the UK’s transition to a circular economy.
~ Ends ~
Notes to Editor:
For more information, images, or to request an interview, please contact: press@packamama.com
About Packamama
Packamama is a climate tech company advancing wine packaging for a low-carbon future. Our multi award-winning, circular polymer bottles save space, weight and energy, slashing emissions by more than half compared to traditional glass bottles. They excite consumers, protect wine brilliantly, and are easy to recycle. But this is just the beginning. Built for a circular economy, Packamama is developing a broader portfolio of climate-friendly packaging innovations to help transform the wine industry. Through our IP-protected technologies and multinational production network – spanning the UK, Australia, Belgium, South Africa, and soon the US – we partner with forward-thinking producers and retailers to deliver practical, scalable solutions. At Packamama, we believe packaging can be a powerful force for good – and we’re here to prove it.