The Ned & Coles Join Forces on New Eco-Friendly Packaging
At Marisco Vineyards, innovation and integrity go hand-in-hand. From our vineyards in Marlborough to our partnerships around the world, we’re continually looking for ways to do better by our land, our people, and our customers.
That’s why we’re proud to announce a new collaboration between Marisco Vineyards, The Ned, and Coles Australia, marking an exciting milestone in sustainable wine packaging.
A shared commitment to sustainability
Coles Group has set a clear and ambitious goal: by 2025, 85% of all packaging across Coles Own Brand and Coles Liquor Own Brand products will be recyclable. In fact, they’ve already surpassed that target, reaching an impressive 87.5%.
Earlier this year, Coles approached us to explore how we might support their sustainability drive—specifically by re-imagining The Ned’s signature black shipping carton. The challenge: could we shift to a more sustainable design without compromising The Ned’s strong, distinctive personality?
Together, we created a new Kraft carton featuring significantly reduced ink coverage and no lamination. The result is a more recyclable, lower-impact packaging solution that still feels unmistakably “The Ned.”
Leading the way through collaboration
This project represents more than just a packaging change—it’s a demonstration of what’s possible when like-minded partners work together.
By saying yes to Coles’ invitation, Marisco became the first brand owner to collaborate with them on a substantial packaging redesign aligned with their sustainability strategy. Working closely with our in-market bottling partner, IDL, the transition was managed from concept to production with agility and shared purpose.
“It was quite a leap for us to move away from our traditional black carton,” says Siobhan Wilson, Marisco’s GM of Sales & Marketing. “But it’s one we’re really proud of. This partnership shows what’s possible when we’re open to change and aligned on long-term goals.”
Looking ahead
As expectations evolve across global markets, we see this as an important test case for the future of packaging across all Marisco brands. The insights gained from this project will help guide ongoing work to reduce environmental impact and make more sustainable choices—without sacrificing quality or identity.
A lighter footprint, the same bold spirit
For Australian consumers, this means that every time you pick up a bottle of The Ned at Coles Liquor, you’re not only choosing a wine that embodies the adventurous, young-at-heart spirit and vibrant flavours of Marlborough—you’re also supporting a shift toward a more sustainable future for wine packaging.
As an NZ, family-owned, Marlborough-based company, we’re proud to take this step alongside a retailer that shares our commitment to progress and positive impact.
Here’s to bold flavours, innovative thinking, and partnerships that make a real difference.