Orion Wines.
Avete mai visto un “wine-in-a-tube”? L’idea è di un italiano, come riferisce il sito packaginginsight, da dove proviene anche la foto dei due “modelli” che qua a sinistra vi mostriamo. Ma leggiamo la notizia direttamente nella versione in inglese: “High-end UK grocer Waitrose has unveiled an eco-friendly tube packaging for wine. The launch comes in collaboration with Italian Orion Wines and features a bag of wine within a tube. The novel packaging format is 100 percent recyclable and contains the equivalent of three glass bottles of wine. Once opened the wine stays fresh for roughly ten days longer than it would with traditional 75 cl bottles. The Waitrose launch is the latest in packaging innovation in the wine space which has been accelerating recently.
Examples include Amcor’s bespoke, recyclable closures and Winerytale’s augmented reality (AR) app, which offers personalized smartphone-scannable labels. Waitrose also notes that alternative wine formats are becoming increasingly popular with shoppers. The tubed wines are made by Alessandro Michelon, Head Winemaker at Orion Wines and are both organic and vegan. Already popular with Waitrose shoppers in its bottled format, the Maree d’Ione Fiano from Puglia has aromas of green apple, pear and almond and is touted as delicious served with grilled sardines and roasted vegetable dishes. The Terre di Faiano Rosso, Puglia, a blend of Negroamaro, Primitivo and Cabernet Sauvignon, is a new addition to the range, from the same winemakers as the top-selling Waitrose red, Terre di Faiano Primitivo, the retailer notes”. La gamma dei vini proposti da questa azienda, con sede a Lavis, nota area vinicola trentina molto “produttiva”, ha una impostazione decisamente commerciale con proposte che spaziano dalla Toscana, alla Sicilia, dalla Lombardia alla Puglia. Molta importanza viene data al packaging: le etichette sono ben realizzate e dotate di originalità. Certo, alcune degenerano in un discutibile gusto nord-americano, ma come dicono da quelle parti, business is business.
