French Rabbit came first

Boisset’s first alternative package for wine was French Rabbit, a 1-L Tetra Pak Prisma®. Like Yellow Jersey, this paper/foil/polymer lamination was launched through Ontario’s LCBO and was driven largely by environmental concerns. The promotional tag line accompanying the launch: “One smart rabbit. Savour the wine. Save the planet.”

Aug 9th, 2007
Pw 8296 Boisset Fr Rab Db

Environmental claims made by LCBO at the time of the launch included these:


• The French Rabbit format reduces packaging waste about 90% over wine in glass and costs much less to recycle than colored glass.

• It takes 25 trucks filled with bottles to equal just one truck filled with empty Tetra Pak containers, which are knocked-down blanks made of paper/foil/film.

• Only 4% by weight of what consumers bring home is packaging vs. about 40% for bottled wine.


Boisset now markets French Rabbit in 10 countries, including the U.S. and France. It has also launched French Rabbit in a 250-mL Prisma format. Four units in a corrugated wraparound corrugated sell for about $10.50 per four-pack.

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Tetra Pak Inc.
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