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How Niagara Duty Free is promoting the new Hope Bay line of MLP wines in its Rainbow Bridge border store |
Niagara Duty Free, located on the Canadian side of the Rainbow Bridge border crossing between Canada and the US, has launched Paul Sapin’s range of MLP (multi-layered PET) wines. It said the move would satisfy demand from existing customers and help capture new wine customers in its store.
The wines from Paul Sapin are distributed in Canadian duty free through Roger Thompson of Haleybrooke International. Barry Global Innovation is the global travel retail representative of the brand.
The range is bottled in both 750ml and 187ml sizes and comes in Paul Sapin’s MLP bottles, which have made strong progress in the channel since their launch two years ago.
The launch range at Niagara, Hope Bay, consists of three wines from South Africa. These are described as “a big rich spicy Shiraz, a crisp zesty Sauvignon Blanc and a summer fruity rose Pinotage”. The wines are sourced from premium vineyards in the Western Cape at the southern tip of Africa. The wine celebrates the annual spectacle of the Southern Right Whale migrating to this region to calve and nurse their young.
As previously reported, the MLP bottles are recyclable and easy to transport. As they are light and unbreakable they are said to be “ideal for outdoor pursuits such as hiking, fishing, around pool, at the beach, boating, sports events and concerts”.
The range aims to bring new consumers to the wine market who otherwise might not consider purchasing wine, but understand the benefits of the new format.
The wines at Niagara Duty Free are displayed on a new unit designed by the team at the store, which depicts the distinctive Whale Tail Logo of the Hope Bay range.
Paul Sapin Head of Global Travel Retail Barry Geoghegan said: “I must commend and thank Steve Richardson and all the team at Niagara Duty Free for the superbly creative display and support for the wines. We are delighted that the new range of wines has proved so popular with Canadian operators and consumers alike and we are really excited that as the busy Summer season continues, more and more customers will be able to taste the great wines in the unique and practical format that is MLP.”
Niagara Duty Free’s Steve Richardson added: “When we first saw and tasted the Hope Bay line of wines we knew right away that this was a perfect match for duty free customers. The fact that the bottle is unbreakable allows us to satisfy a unique need within the active and travelling consumer. We often will drop a bottle right in front of the customer to demonstrate this. The weight of each bottle is less and this is important to people who are travelling by air, as the additional charges on luggage weight by the airlines has escalated over the last few years.
“Many of our shoppers are looking for “˜green’ products and the Hope Bay Bottle is a 100% recyclable, which allows us to promote this aspect as well. In a market where everyone likes to try new product we have a number of things to talk about with the consumer, before we discuss the high quality of the wine. This allows us to engage the customer, put the bottle in their hands, and watch it go into their basket.”
