Uncorking the carton
single-serve TetraPak cartons, just a few weeks after compatriot
Franklin Estates introduced its canned variant. But are these new
packs truly innovative, meeting increasing consumer demand for
convenience, or simply a gimmick designed to boost sales?
Just a few weeks after the launch of Franklin Estates' Australian wine in cans in the UK, another Antipodean winery is taking a similar stance and introducing its wine in a single serve Tetra Prisma carton.
The wine, from Mudgee Valley Co., will come in a 250 ml serving - a glass and a a half - and is said to be ideal not only for barbecues and picnics but also for the foodservice sector.
.Tim Smith, director of Mudgee Valley Co. in the UK, said that Australian wines had recently overtaken French as the UK's favourite, accounting for 22.3 per cent of total volumes there, but that maintaining this lead would only come about through providing interest and innovation.
"We believe this has been successfully addressed by Mudgee Valley with wines from a new region, combined with highly differentiated yet functional packaging."
The first wines to be launched in the UK under the Mudgee Valley label will be a Shiraz and a Chardonnay, with Verdelho and Cabernet/Shiraz following soon. The recommended sales price is £2.39 in the off trade and £3.00-3.50 in the on trade.
Quality wines have been produced in Mudgee, 200 miles west of Sydney, since 1858 and the region is now one of the top six red wine producers in Australia, particularly noted for Shiraz and Cabernet Sauvignon and its award winning Mudgee Gold blend, Smith said.
"Mudgee Valley Shiraz is a soft, easy-drinking wine with abundant fruit and an excellent structure. Our Chardonnay exudes tropical fruit appeal, with good acid balance and a degree of finesse," he claimed.
The decision to launch the wine in the UK market in a carton is a bold one, but one which is in keeping with the company's desire to innovate and educate consumers. "With its complete oxygen barrier, the carton prevents any degradation in the quality of the wine and preserves its freshness and flavour. The attractive pack design provides a strong consumer appeal coupled with a powerful on-shelf presence," Smith claimed.
"It also guarantees a full glass and a half of wine, is easy to store in the kitchen, fridge or galley, is great to take to parties, picnics or barbecues, does not break unlike conventional glass, and is environmentally friendly," he added.
A full range of 75cl Mudgee Valley bottled wines with screw cap closures is also available.