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Podcast |

Fetchingly packaged: Bottled 'wine' for pets

An interview with Kathleen Ramsey, owner of Bark Vineyards, which produces 'fine wine for the canine and feline.'
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Euromonitor Intl. (www.euromonitorintl.com) reports that the value of premium and ultrapremium cat and dog food sold in the U.S. reached $7.2 billion in 2007, a rise of more than 40% since 2002. Exemplary of this trend is a line of five varietals, from Bark Vineyards, Williamsburg, VA, including Barkundy, that retail for $19.99 per 750-mL bottle.

In this 7-minute Podcast with Packaging World's Rick Lingle, Ramsey discusses the marketing and packaging ramifications involving a bottled, nonalcoholic, ultrapremium gravy or au jus. She also explains how the package works almost too well in mimicking authentic wine bottles in spite of graphic cues to the contrary and a "Licker License" for retailers.

Despite the products' success—sales are expected to triple in 2008 after doubling in 2007—Ramsey also notes challenges related to the upscale packaging and corresponding price point. Lastly, she points to a forthcoming line extension "purrfectly" suited to this unique niche.

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