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The new World Wine Collection gift packs have been well received so far in 2012, says BGI |
INTERNATIONAL. Paul Sapin’s multi-layered PET (MLP) wines are fast gaining ground in key international markets, with a series of recent listings in the Americas boosting the business in advance of the IAADFS Duty Free Show of the Americas. Paul Sapin’s wines are represented exclusively in travel retail by Barry Global Innovation (BGI).
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One of the ‘half barrique’ display units in a Dufry store at Basel-Mulhouse Airport |
First launched to the trade at Cannes in October 2010, 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.
The brand has made particular gains in North America of late, with listings that include Peace Bridge Duty Free, Niagara Duty Free, Ambassador Duty Free, Windsor Tunnel Duty Free. These bolster its presence in Canada, where it already has a number of border store listings. On the US side of the border, Paul Sapin MLP is now available through Duty Free Americas outlets. It also has listings with Dufry in North America and the Caribbean.
The company is also developing new products to cater for the demand for MLP wines. The latest launches are two World Wine Collection gift packs comprising six smaller 18.75cl bottles. The 18.75cl format was launched at TFWA World Exhibition last year.
The first of the new collections comprises white wines: Ta Moko (New Zealand), Devils Ridge (US),The Rocks (Australia), Domaine Peiriere (France), Giuliana (Italy) and Casa Santa Maria (Chile). The other comprises reds: Château Blomac (France), Devils Ridge (US), Hope Bay (South Africa), Maison Belleroche Bordeaux (France), The Rocks (Australia) and Casa Santa Maria (Chile).
BGI Founder Barry Geoghegan told The Moodie Report: “This is the first time such a gift pack has been created and it is a fantastic way to encourage and trial new wines in the form of a premium wine gift pack. The reaction from operators has been fantastic.”
Last year the company also created specific “˜barrique’ (barrel style) merchandising to display the smaller format. Now this is being rolled out to more locations.
Geoghegan said: “Due to increased demand we are producing many more of our very popular “˜half barrique’ display units. The units have been complimented by many of the buyers as they have definitive wine values and add a premium feel to wine displays. They also have the added benefit of being extremely easy to merchandise.”
BGI and Paul Sapin will be attending the Orlando show with Americas agency partner Haleybrooke International (Booth 207).
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The new gift packs comprise six 18.75cl bottles, with a selection from around the world |
