France makes a "come back" in the wine market. . .

Yellow Jersey (in a plastic bottle sealed with a screw cap) is being tested in the "experimental packaging haven" of Ontario, Canada, before a global roll out. Jean-Charles Boisset, president of the French winery, boasts about the innovative packaging twists, including a sporty, non-slip rubbery bottle intended to be reused for water or juice—even fitting snugly into a bicycle's water holder.

Jun 20, 2007

(Yellow Jersey refers to the color Lance Armstrong wore in seven Tour de France victories.) "I think people really perceived us as, I would hate to say snobs, but in a way having a lack of innovation," says Boisset. "We have a great lifestyle in France, but we convey it through very serious packaging, which is very intimidating and not necessarily exciting." No small coincidence, two of the new wine's biggest competitors are Australia's Yellow Tail and Yellow Label.

Source: The Globe and Mail.com

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