Thinking outside the bottle

In January 2001, Tetra Pak demonstrated to Canandaigua Wine’s Table Wine business that its innovative aseptic packaging was uniquely well suited for protecting wine’s sensitive flavor profiles. Further, it showed that lightweight, space-saving aseptic cartons would better differentiate Canandaigua’s wine brands on the shelf and make them extremely economical to distribute, store and stock.

The result was the introduction by Almaden Vineyards of the first sangria in Tetra Prisma in May 2004. Now, Canandaigua has further evolved the industry, introducing the first varietal wines in the stylish, convenient Tetra Prisma package. So begins another Canandaigua relaunch in the 500ml Tetra Prisma Aseptic....

Opportunity

• Distinguish Canandaigua wines even more by extending the use of a truly high-performance package capable of locking in freshness and flavor.
• Leverage eye-catching graphics, a stylish shape, accessible size and easy-open convenience to appeal to adults with active lifestyles.

Objectives

• Reintroduce traditional varietal wines in on-the-go packaging that stands out amid the highly competitive beverage market.
• Provide an unprecedented level of convenience and portability to wine consumers who need a product to match their active lifestyles.
• Ensure outstanding flavor and freshness to attract a broad range of adult consumers.

Solution

Newly packaged in octagonal-shaped and lightweight 500ml Tetra Prisma Aseptic cartons, four Vendange varietals—Cabernet Sauvignon, Chardonnay, Pinot Grigio and Shiraz—hit the shelves across the country in November 2004.

Shatterproof and featuring the new resealable StreamCap plastic screw cap, the wines are now more portable and easy to open and reseal.

Read the complete Business story at  www.tetrapakusa.com