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“The wines we have chosen are expressive, fruit-driven and emphasise the varietal character while still being stylistically easy-drinking,” says Brown-Forman Wines’ Sanna Ruohela |
US. Brown-Forman Wines will introduce its new Fetzer Dual Varietal Three Litre Bag-in-Box at next week’s TFWA World Exhibition in Cannes (Stand: Green Village M70). The new Fetzer Bag-in-Box (BIB) will feature two Fetzer Wines: Chardonnay-Pinot Grigio and Zinfandel-Shiraz.
According to Sanna Ruohela, regional manager for Brown-Forman Wines Europe, Bag-in-Boxes have become popular in some sectors of duty free/travel retail in Northern Europe such as ferry lines, airport shops and as a pre-order on charter airlines.
“The move towards Bag-in-Boxes reflects a more everyday attitude toward enjoying wine and non-traditional attitudes to new packaging concepts. The wines we have chosen for the BIB are expressive, fruit-driven and emphasise the varietal character while still being stylistically easy-drinking,” Ruohela said.
She noted that the BIBs would initially be available in Nordic duty free and the domestic markets of Sweden and Norway with plans to expand distribution to other Nordic domestic markets over the next two years.
“We are also giving consideration to launching the Fetzer BIBs in the UK and perhaps additional countries in Continental Europe,” she said.
BIBs have proven popular with consumers for both convenience and the considerable savings enjoyed compared to the purchase of the four-bottle equivalent, according to Brown-Forman.
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