Australian vintner Angove has repackaged its Nine Vines rose wines in premium 750-mL flint glass bottles supplied by O-I (www.o-i.com), with metal screw caps from AusCap (www.auscap.net) and pressure-sensitive labels provided by Collotype (www.collotype.com).
By Judy Rice
The stylish O-I Super Premium Claret bottles feature a long body, deep punt (convex indentation in bottom of bottle), and BVS (Bague Verre Stelcap) neck finish, plus slightly flint-hued glass to highlight the wine’s quality and vibrant pink color.
The labels are offset-printed in multiple colors on metallized paper, then varnished with a special pearlized coating to produce a luxurious look.
Angove marketing manager Matt Redin comments, “we needed a bottle with a more premium appearance—something that would make our customers feel as though they were picking up a high-end bottle of perfume. This bottle fits the bill perfectly with greater shelf presence and appeal. There are a lot of ‘alternative’ packages, but none are yet proven to protect wine in the same way glass does.”
Metal screw caps for wine are well-accepted in Australia and represent the closure of choice for nearly half of all the wines sold there.
Angove began marketing the rose wine through major American retailers in May/June 2006, and tripled U.S. orders for 2007. Average retail price of the Nine Vines wine in the U.S. market is $14.