Avondale launches new nature-friendly vintages in lightweight bottles
Friday, 5 April, 2013
Avondale Farm
Avondale, a family-owned and managed wine estate based in Paarl, has launched its 2010 vintages of Cyclus, Camissa and Anima in new, lightweight and sustainable glass bottles imported from Vetreria Etrusca in Italy.
Avondale employs a unique approach to wine farming that combines organic and biodynamic farming methods with modern science. From production through to packaging, Avondale aims to be environmentally responsible in all that they do – hence the switch to lighter materials which have a less impactful carbon footprint. Johnathan Grieve, Proprietor of Avondale, explains: “We consciously choose packaging materials that reflect our environmentally-aware approach to farming, and we are guided by our belief that a healthy environment is integral to the creation of premium wines.”
Grieve picked the Borg Sorgente model from Vetreria Etrusca’s range of bottle designs for its elegant, lightweight form. Vetreria Etrusca is an environmentally-responsible Italian company which has been producing containers in glass for over 60 years. “We produce a premium range of wines, which need to be packaged accordingly. Wines at the top end of the market are typically packaged in very heavy bottles (anything up to 1kg). We were looking for bottles that have the elegant proportions of a heavy bottle but were much lighter weight, and we wanted a bottle that was truly unique and reflected the elegance of the product. The only range we found that perfectly met our vision was Vetreria Etrusca’s.”
In addition, Avondale uses on FSC-accredited corks for its range of nature-friendly wines. “If you are producing wines that are intended to age and develop in the bottle then cork is best. Synthetic closures seal out oxygen which keeps the product from changing and possibly oxidising. However, this creates a very reductive closed environment. Cork actually allows micro amounts of oxygen to enter the wine over a long period of time, which is favourable as it allows the wines to age and develop.”
This conscientious approach is carried through to the labelling of the wines. For its labelling, Avondale uses uncoated paper in natural warm earthy colours and uses debossing for its finishing, providing texture and depth. QR codes offer a paperless explanation of each wines; a great example of digital marketing with virtually no carbon footprint. Each label has its own unique design that reflects the name on the bottle, but yet remains part of the same ‘family’. “For instance, Avondale’s Viognier blend is called ‘Cyclus’, which refers to a vortex. In nature, the turbulent flow of the vortex is used to energise and revive fluids, and this powerful motion is mimicked in the biodynamic farming methods employed by Avondale. Cyclus derives its name from the way that the farm’s unique life energy swirls through the invigorating layers of this dynamic white blend.”
“We intend to roll-out the new packaging across our entire range as each new vintage is released. We view our packaging as a progressive endeavour – one that will constantly evolve as we continue to grow and improve our methods,” concludes Grieve.