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Paul Sapin and BGI are promoting the consumer-friendly aspect of the MLP bottles |
IRELAND/INTERNATIONAL. Just over a year after being launched in travel retail, Paul Sapin’s multi-layered PET (MLP) wines are listed at over 30 airports in 20 countries – and the company has big ambitions to drive further growth in the channel.
Paul Sapin is represented exclusively in travel retail by Barry Global Innovation (BGI), and as reported the company is adding new quarter-bottle format to its existing range, plus introducing a new marketing message to consumers in its POS.
“We’re introducing MLP to passengers as “˜the friendly, unbreakable bottle’ in our marketing,” said Barry Geoghegan, Founder of BGI. “It’s about creating a positive association with the brands and the format. We’re driving home the message that MLP is not only eco-friendly, it’s also pool and beach-friendly, the format is hiking or boating-friendly (important for passengers in certain markets), plus its weight-friendly.”
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The quarter-bottle sizes (featured in special ‘barrique’ displays, left) will be introduced at Cannes, and will be exclusive to travel retail; (Right) BGI Founder Barry Geoghegan with Dufry’s Iain Forrest (left) in Belgrade recently | |
The key selling points of the MLP bottles are their long shelf life (at least twice the life of monolayer PET), lightness (three MLP bottles weighs the same as two glass wine bottles) and their unbreakability. They are also recyclable (both capsule and bottle) and are said to reduce consumers’ carbon footprint (one can transport 46% more wine in MLP containers than in glass in a 40ft container).
BGI first launched the MLP wine range last October in Cannes. The range is now listed by leading travel retailers such as Dufry, Aelia, Aer Rianta International and Lotte Duty Free.
“We’re delighted with the progress to date,” noted Geoghegan. “There has been a lot of great reaction from retailers, who really like the fact that all our products are exclusive to the travel retail channel. Not only that, but we have managed to create relevant ranges for each market in which we’re listed.
“That’s a key factor. We are very flexible and recognise that consumers have different tastes depending on the country. We spend time understanding how the local market works in each place, and creating an offer that matches those tastes for the retailer. In the near future we will be launching a new US range of wines from California for the North American market, and also a range that suits South American tastes for retailers in that region.”
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(Top) Barry Geoghegan with Aelia UK Business Manager – Liquor Tobacco, Confectionery & Speciality Maura Prior at a training day for staff with the Paul Sapin MLP line; (Above) Aelia UK Department Supervisor Amy Dufall and Sales Assistant Chris Dee with Barry Geoghegan at a store tasting at London Luton Airport |
The core travel retail range includes lines such as Ta Moko New Zealand Sauvignon Blanc, The Rocks Shiraz and Chardonnay (Australia), Whistling Thorn Sauvignon Blanc, Pinotage and Shiraz (South Africa), Casa Santa Maria Sauvignon Blanc and Cabernet Sauvignon (Chile), Giuliana Pinot Grigio (Italy), Guichard de Perreux Chablis (France), Maison Belleroche Bordeaux (France), Fleurie Vieilles Vignes (France), Beaujolais Mont de La Roche (France), Paul Sapin Vin du Pays d’Oc Cabernet Sauvignon, Chardonnay and Sauvignon Blanc, plus soon to come Redford Park Cabernet Sauvignon, Chardonnay and Zinfandel Rose (US).
Crucially, each of these is available in the new smaller 18.75cl size for travel retail, with specific “˜barrique’ (barrel style) merchandising created to display the format.
A year after launch, the company is now targeting further growth worldwide as well as servicing the increasing demand for MLP wines.
Geoghegan said: “In the past two weeks we’ve had our first orders from South Korea, the Philippines and from the Caribbean. We are opening new markets and the listings progress we’ve made is positive. We want to extend that still more, but it’s also about training the staff well and educating the consumer in these new markets about the potential of the format.
“We’ve had immense help from our partners in Asia (Jonathan Holland & Associates) and in the Americas (Haleybrooke), who know the market, and who provide excellent service and back-up.”
The company will be displaying its full range at the TFWA World Exhibition next month (Stand number: Blue Village H17).
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Paul Sapin and BGI will be exhibiting the MLP range at Cannes next month |
