Raisin Social, a UK wine importer, announced that, for the first time ever, wine will be packaged in Tetra Pak cartons in the UK.
The company is the first to respond to the recent partnership between Greencroft Bottling and Tetra Pak, and is working with two South African producers, Namaqua Wines and Du Toitskloof to package their wines in Tetra Prisma Aseptic 75cl cartons.
Namaqua Wines and Du Toitskloof have cited the practical benefits for consumers, as well as the commercial and environmental advantages, as the main drivers towards the adoption of cartons.
The extension of both ranges into cartons is seen as a natural progression for the wine producers, who have recognised consumer enthusiasm for wines packaged in more convenient, lightweight formats.
Simon Halliday, Managing Director of Raisin Social, said:
“The introduction of these popular wines into cartons is a new and compelling offer for UK shoppers.
“There are clear advantages over wine in glass bottles; they are lighter, easier to use, can be resealed and easily recycled.
“We believe that wine in this format will become an increasingly popular choice for consumers throughout the UK.”
Du Toitskloof, which is expanding into the UK market for the first time, will be launching two Fairtrade wines, a Cabernet Sauvignon Merlot red, and a Chenin Blanc Sauvignon Blanc white, both exclusively in Waitrose.
Katie Mollet, Waitrose Wine Buyer said:
“We’re proud to launch these two exclusive wines from the well respected Du Toitskloof co-op in such a revolutionary packaging format.
“The wines are not only Fairtrade, but the cartons tick all the boxes we look for as an ethical retailer.
“We’re thrilled to be at the forefront of these packaging innovations and look forward to our customers enjoying the benefits of wine in Tetra Pak”.
Namaqua’s initial filling production run will distribute 100,000 Tetra Pak cartons of wine to outlets nationwide, including Costcutter, Budgens, Nisa and Londis, as well as to selected outdoor and catered events.
Available from September, this initial distribution will reach approximately 20 per cent of UK off-trade customers.
The wines are a Shiraz Cabernet Sauvignon, and a Chenin Blanc Sauvignon Blanc.
Ian Williamson, Retail Manager for Tetra Pak, said:
“We are delighted that Namaqua and Du Toitskloof wines, both well-established, leading names in the wine industry, have chosen to launch new quality wines in Tetra Prisma Aseptic 75cl cartons.
“We are confident that the public will respond well to the new line, as customers and retailers realise the real practical and environmental benefits that Tetra Pak cartons bring”.
Globally, almost 10% of still wines are packed in cartons, and are particularly favoured in Argentina and Chile.
Recently, traditional European markets such as Italy, Spain, and Portugal are beginning to take up the trend.
In the UK, a recent detailed study carried out by Wine Intelligence, showed that the likelihood of consumers purchasing wine in cartons rose from 40% to 66% as a result of consumers seeing, feeling and experiencing wine packaged in this format.
Tetra Pak cartons are made from low-carbon raw materials, primarily containing paperboard made from wood, a natural, renewable resource.
In 2011 more than 75% of the paperboard used to produce Tetra Pak cartons sold in the UK market was FSC (Forest Stewardship Council) certified, an indicator that the wood used to produce cartons is sourced from responsibly managed forests.
Cartons are therefore a renewable packaging choice for the wine industry.