Launch of a new line of French rabbit wines in Tetra packaging
Three new wines-Merlot, Cabernet Sauvignon and Chardonnay-are now on sale at the LCBO in colourful recyclable Tetra Pak containers, which use 90 per cent less packaging than wine bottles.
12/08/05 Canada, The LCBO showcased a new line of French rabbit wines, custom-designed for the Ontario market, following the LCBO's invitation to vintners from around the world to offer wines in innovative, environmentally-friendly packaging.
LCBO held a joint news conference with French wine maker Boisset, the first vintner to respond to LCBO President and COO Bob Peter's challenge to global winemakers. The French rabbit line will eventually be offered worldwide, but is being launched in Ontario. Three new wines-Merlot, Cabernet Sauvignon and Chardonnay-are now on sale at the LCBO in colourful recyclable Tetra Pak containers, which use 90 per cent less packaging than wine bottles.
The French rabbit wines retail for $12.95 for a one litre container-which holds about two glasses more than the traditional 750 mL bottle at the same price.
Alternative packaging for premium wines has proved popular in other countries, including Australia, Argentina, Sweden, Spain and Italy, according to Peter, who thinks Ontario consumers are ready to embrace the trend. "The LCBO customer is adventurous, environmentally-conscious, engaged with wine and willing to discover that quality wines come in environmentally-friendly packages," he added.
Tetra Pak containers use 90 per cent less packaging than glass wine bottles. They also take up less space during transportation, which helps conserve fuel. Tetra cartons require one third less cargo space than the same volume of wine in bottles.
The containers are also recyclable and can be collected as part of the Blue Box municipal recycling program, which the LCBO helps to support (contributing $30 million to date).
To highlight the positive environmental aspects of its product, Boisset is contributing 50 cents from each French rabbit sale to the LCBO's Natural Heritage Fund, which goes to create and rehabilitate wildlife habitats throughout Ontario. Boisset will make a minimum $160,000 contribution to the Fund. The LCBO has also earmarked 50 cents from each Envirobag sold in its stores to help the Fund.
http://www.newswire.ca/en/releases/archive/August2005/11/c9272.html
