Feb 07: While Indian wine importers are still grappling with the idea of selling wine in the can, Sterling Vineyards in Calistoga California has introduced wines in aluminium bottles that are re-sealable and designed to be more convenient for the consumers and with the reusable feature, these 375 ml half bottles should prove very successful especially in India where they would find immense use even as empties for water storage as plastic bottles are being increasingly discouraged
The 55-year old Napa Vintner Sterling Vineyards has announced introduction of a set of 3 wines to attract the young millenials in aluminium bottles which are unique, sleek and modern. They feature a brushed texture in a tall, narrow, 375ml size accented by a colour cap keyed to the varietal and echoed by a colour bar at the bottom of the bottle. Initially 3 wines -Chardonnay, Cabernet Sauvignon and Rosé are being offered at a very affordable price of $7.99. The cap for the red is Burgundy colour, white is in yellow while Rose is naturally in pink.
The Sterling Aluminium bottles are expected to prove popular at sporting and concert events, and on grab-n-go, ready- to- drink convenience occasions in the cold boxes usually storing beer. The smaller size- half bottle of 375 mL can also be very convenient for 1-2 persons to finish the bottle. It appears that the can/bottle would not maintain the temperature but merely stores the liquid and is obviously meant for young and fruity wines that delight and attract the young.
This size of 375 mL has been recommended by delWine for over a decade now and after an initial resistance a majority of Indian producers including the top four -Sula, Grover Zampa, Fratelli, York now even Chandon are already selling these wines including sparkling wines in 375ml bottles. Incidentally, this segment is growing at a high double digit rate, with a yearly increase of 54% in dollar sales and 35% in volume, according to a report in winebusiness.com.
Purists may find it disgusting and would certainly disapprove but the aluminium bottles will be supported with an optional custom cap with an integrated straw, an end cap/table dispenser display that takes advantage of the bottles unique shape to feed the bottles as consumers remove them, and other tools including a “make your own” four-pack carrier and a clear plastic tote that can carry up to four cans with ice for picnics. The usual array of shelf talkers, case stackers, case cards in various sizes will also be introduced.
In recent years Sterling has undergone a transformation to incorporate “Sterling Style” in packaging often described as “Always Polished, Never Dull.” “It’s no surprise that we are bringing something different and very much in tune with what consumers expect from Sterling,” says Rob Knott, Brand Director for Sterling.
Subhash Arora
If you Like this article please click on the Like button