‘A pivotal moment’: Robin Copestick joins Packamama board

Wine industry veteran Robin Copestick steps into a strategic role at Packamama as the climate tech company scales up. His appointment signals a fresh chapter for sustainable innovation in wine packaging. Robin Copestick (pictured) has joined the board of Packamama as non-executive director, bringing more than 30 years of experience in building global wine brands and championing sustainable change. Currently managing director of Freixenet Copestick, he described the move as a natural fit with his existing roles. “We are always curious and excited about new packaging concepts, so to be on the inside can only be a good thing,” Copestick told db. He praised Packamama’s professionalism, innovation and ambition to lead on sustainability. “I think my experience and knowledge of the wine industry can help to steer them to create new opportunities and step change their business.”

Rethinking the bottle, rethinking the future

Packamama’s flat bottles, made from recycled PET, are lighter than glass and designed to work within existing supply chains and recycling systems. Copestick believes this combination of practicality and scalability gives the company a clear edge. “Packamama offers a practical, scalable solution to the carbon footprint of glass bottles,” he said. “With Extended Producer Responsibility (EPR) set to accelerate the shift to more sustainable packaging, Packamama is very well placed to benefit. It’s this kind of real-world innovation that sets Packamama apart.”

Global ambition, local complexity

With operations in the UK, Australia, Belgium and France — and launches pending in the US and South Africa — Packamama is firmly focused on international growth. Copestick sees both opportunity and challenge ahead. “Sustainability is a global challenge, but undoubtedly some markets will be quicker to accept changes in packaging,” he said. “The key challenge to overcome is how to ensure consumers understand Packamama’s key advantages at the point of purchase.”

Backing beyond the wine world

The company’s growth has been supported by investment from Ryan Howsam through Howsam Limited. Copestick said the calibre and diversity of the board and investors were a strong draw. “It shows how interesting and exciting the prospect of changing consumer behaviour can be,” he said. “The people concerned are not in the drinks industry and are incredibly successful people, so the fact that they see Packamama as a concept that is worthy of significant investment is testament to the possibilities and opportunities.” Howsam added, “Packamama is a compelling business with impressive momentum, a clear purpose, and the potential to make a lasting impact on the packaging sector. The appointment of Robin to the board is another strong signal of the business’s intent.”

Making an impact on the industry standard

For Copestick, the drinks sector has a vital role to play in responding to the climate crisis. “We all have a responsibility to minimise our impact on the planet,” he said. “If people like us can be leaders in this area, I think it will greatly improve the drinks industry's image with government bodies. This in itself will help the drinks industry to be more successful whilst at the same time having a positive impact on the environment.” Santiago Navarro, Packamama’s CEO and founder, welcomed the appointment: “Robin is one of the most respected and progressive minds in the wine world. His entrepreneurial leadership and insight will help us reach new heights as we continue to scale our climate-first packaging solutions.” He also thanked Howsam for his continued support, noting that more developments are on the horizon.