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Multipacks extend champagne distribution

Club stores have boosted the interest in multipacks, and that trend is expanding into more retail channels and product categories.

One of the latest examples is a new Fridge Pack of single-serve bottles from Korbel Champagne Cellars, Guerinville, CA.

The package contains six 187-mL glass bottles of Korbel California Champagne. They are nested in a six-by-one pattern in a carton of 22-pt wet-strength paperboard from Graphic Packaging.

“We expect to sell this package through all channels—club stores, chains, and independents,” says Korbel’s Margie Healy.

In addition to providing packaging that works at retail, the multipack also addresses the consumer’s desire for freshness.

“We believe you can put a closure on a 750-mL bottle and retain the bubbles,” Healy explains. “But we haven’t been able to get the consumer to do that yet. They perceive it is freshest when you open the bottle.”

This package lets consumers keep individual bottles cold in the refrigerator. “The Fridge Pack is only 21¼2 inches wide and fits easily into a refrigerator shelf. It lets the champagne drinker socialize with others, who may be having wine or a beer,” Healy explains.

A key package feature is detailed opening instructions on the back panel; the instructions include icons that say, “Refrigerate,” “pull to open,” and “pop off cap.”

“This is new to consumers in this category,” explains Ashley Jernigan of Summit Marketing, the firm that did the graphics. —Jim Peters

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