Mudgee Valley Wine is claiming a UK first with the launch of a wine range in single-serve Tetra Pak cartons.
The collection of four French varietal wines - a red, two whites and a rosé - comes in 250ml containers which are designed for picnics, music festivals, outdoor events, hospitality functions and for travelling.
Company founder Tim Smith said the Tetra Prisma Aseptic containers were lightweight, environmentally friendly and cut the risk of wine becoming corked or oxidised.
The range will use wine of AOC or VdP standard, and will be sold as separates and also in variety packs of four, which the company believes will prove popular with the growing single-serve market. “That market
is growing at around 26%,” said Smith. “Our research has shown there is demand for easily accessible, lightweight wine packaging that you can’t cut yourself on. There’s also the advantage of taking less space on supermarket shelves.” The range is being branded Raisins d’Automne and will sell for around £2.19 a carton or £7 for a variety pack.
The company is working with small producers with knowledge of the conditioning and cult stabilisation process the wine needs to undergo before being packaged. Mudgee Valley has a packaging facility in the UK and hopes that it will get the product onto retailer shelves by Christmas.
However, there has been a mixed reaction from drinks retailers. John Hart, wine sourcer for Unwins, said: “It’s a good idea for sporting events but I’m not sure it would work in the off-trade when so many people still have a problem with screwcap wine. Cartons are associated with really bog-end wines abroad, so I think this range is going to struggle.”
Bob Redmile, wine and spirits buyer for Parfett’s cash and carry, said: “I think it would work for pop concerts but I don’t see them selling on a retail level. But I have been proved to be wrong in the past.”
Claire Hu
The collection of four French varietal wines - a red, two whites and a rosé - comes in 250ml containers which are designed for picnics, music festivals, outdoor events, hospitality functions and for travelling.
Company founder Tim Smith said the Tetra Prisma Aseptic containers were lightweight, environmentally friendly and cut the risk of wine becoming corked or oxidised.
The range will use wine of AOC or VdP standard, and will be sold as separates and also in variety packs of four, which the company believes will prove popular with the growing single-serve market. “That market
is growing at around 26%,” said Smith. “Our research has shown there is demand for easily accessible, lightweight wine packaging that you can’t cut yourself on. There’s also the advantage of taking less space on supermarket shelves.” The range is being branded Raisins d’Automne and will sell for around £2.19 a carton or £7 for a variety pack.
The company is working with small producers with knowledge of the conditioning and cult stabilisation process the wine needs to undergo before being packaged. Mudgee Valley has a packaging facility in the UK and hopes that it will get the product onto retailer shelves by Christmas.
However, there has been a mixed reaction from drinks retailers. John Hart, wine sourcer for Unwins, said: “It’s a good idea for sporting events but I’m not sure it would work in the off-trade when so many people still have a problem with screwcap wine. Cartons are associated with really bog-end wines abroad, so I think this range is going to struggle.”
Bob Redmile, wine and spirits buyer for Parfett’s cash and carry, said: “I think it would work for pop concerts but I don’t see them selling on a retail level. But I have been proved to be wrong in the past.”
Claire Hu
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