Wine producer Wolf Blass has launched in the UK a new range of Green Label premium Australian wines in 750ml recyclable PET bottles said not only to weigh “around a tenth” of a traditional glass wine bottles but also to be unbreakable, making them ideal for alfresco drinkers and picnickers.
The bottles, claimed to be a European first for a wine brand, are produced by Amcor PET Packaging Europe in Wrexham; Wolf Blass’s switch to PET follows successful launches by its parent company Foster’s and Amcor in Canada, where the plastic container has reportedly been “welcomed for its reduced transportation costs, convenience and environmental benefits”.
Adding to the user-friendly design and convenience are screwcaps, while Wolf Blass says the wines, which are described as “lighter in style”, have a nine-month shelf-life. The company has initially launched a Chardonnay and a Cabernet Shiraz in the bottles, which are now on sale in UK supermarkets and independent stores.
The UK launch follows Sainsbury’s recent introduction of own label wines in 750ml PET containers, also produced by Amcor PET Packaging (Packaging Today – September 2007).
Wolf Blass marketing manager Jeremy Gibson says: “The new bottles look so much like glass that there’s visually very little difference to the untrained eye. The only marked change is the height – despite containing the same volume of wine, the PET container is 33% shorter for easier storage in a refrigerator, cupboard or coolbag. We wanted to introduce a bottle that would appeal to the increasing number of consumers who enjoy taking part in outdoor, informal occasions. With this new concept consumers can continue to enjoy the same Wolf Blass quality that they know and trust, but they also have the added advantage of a lightweight, unbreakable and recyclable bottle.”
The new PET container incorporates a stipple base, which Amcor PET Packaging Europe says prevents leaks during filling. It is being filled on the same filling lines and at the same speed as Wolf Blass’s existing glass bottles.
Amcor PET Packaging Europe
T: +32 3 330 09 32
One of the new Amcor-produced Wolf Blass PET bottles recently launched in the UK