Wine snobs beware the pouch is uncorking drinking occasions

Tuesday, 14 August, 2007
Lange Strategic Communications
Convenience-led consumers are pulling up their noses at wine snobs and opting for an easy to carry, go anywhere, drink anytime new wine packaging option.
Versus, one of SA’s most consumed wine brands, which is a growing favourite in  Belgium, Brazil, Denmark, Germany and Italy has developed the technology for the new easy to pour, light-weight wine pouch.

The new innovation packaging is set to revolutionise the wine industry and extend drinking occasions "beyond the usual".

Chris O’Shea, Executive Director: Sales and Marketing, says, "We challenged ourselves to tackle the lack of innovation within the wine industry and to provide consumers the opportunity to enjoy premium branded wine in a new convenience packaging proposition."

"Knowing that convenience is of utmost importance to an increasingly time- conscious consumers, we believe that the pouch will forge a new and innovative way ahead for the industry as more and more of South Africa’s, and the world’s, best wines start to unplug themselves."

"Initial consumer feedback from around the world has been very positive to the wine pouch. The innovative design offers convenient handles for portability and on-the-go consumption, a leak proof tap, is light and easy to squeeze into a bag or picnic hamper and the packaging also allows contents to be cooled more rapidly than traditional glass."

O’Shea says the Versus pouch is a step forward, not only in terms of convenience, but also "greenness" and is in line with the wine industry and the world’s progression towards environmental friendliness.

"It was recently exhibited at the UK Wine show and was met with a large amount of interest."

Studies conducted on the pouch found that although glass is easier to recycle, even if 100% of the glass bottles produced were recycled and 0% of the pouches were recycled, they would still achieve a significantly lower environmental impact and less waste.

Versus, which broke with wine traditions in the past with its innovative 1,000ml bottle, believes its non-bottled wine will unleash a new trend.

"The pouch which will be the new decanter locally for Versus’ much enjoyed red, white and rosé range, is aimed at a fast-paced, non-fussy consumer, who has little time for pulling corks."