Following the success of its French Rabbit wine in tetrapak, Boisset is set to launch a new series of wines in plastic bottles.
The new range, dubbed Yellow Jersey after the top worn by the leader of the Tour de France cycle race, is currently being test-marketed in Ontario, Canada prior to a global launch.
Two wines are available in the plastic screwtop bottles – a Pinot Noir and a Chardonnay both from the Pays d’Oc. The PET bottles cost CAN$14.95 and, say Boisset, can be recycled just as any other plastic drinks bottle or reused as a bicycle water bottle.
Although this is the first French wine to be available in a 750ml plastic bottle, it is not the first of its kind. Wolf Blass introduced plastic bottles of Chardonnay and Cabernet Sauvignon to Ontario in October last year, with Australian producers Hardy’s and Palandri launching their Shuttle and Cheer-Pack ranges in December. The latter, as with Boisset’s French Rabbit range, was developed in conjunction with Ontario’s Liquor Control Board.
Written by Tony Aspler