The bottle has kept its original height but the walls have been made thinner, with the overall weight of each bottle dropping from 1.24kg to 1.11kg – a reduction of more than 10%.
The lightweight bottles will be introduced on Brown Brothers Chenin Blanc and Dry Muscat this month, followed by Tarrango in 2011.
“These three best-selling wines are the first to move to the lighter packaging. Ultimately, however, we are looking to do this for our entire portfolio of wines in the UK,” said European sales and marketing manager Gail Gilbert.
Describing the moves as impressive, Nicola Jenkin of the Waste & Resources Action Programme said: “They show the business’s commitment to tackling climate change. The reductions per bottle are significant and go beyond small incremental changes.”?Brown Brothers has also launched Cienna Rosso – which it said is the first sparkling wine produced from the red Cienna grape, blended with Cabernet Sauvignon – in Makro stores. The company said it has a nose of fresh raspberries and strawberries and has a creamy palate with natural acidity and juicy flavours.