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Waitrose Launches Wine In Innovative Tube Packaging

Published on Apr 16 2020 12:59 PM in Packaging And Design tagged: Trending Posts / UK / Wine / Sustainability / organic wine / Waitrose & Partners

Upmarket UK retailer Waitrose & Partners has announced that it has launched sustainable wine in an innovative tube packaging.

The retailer claims to be the first UK supermarket to adopt the packaging format in collaboration with Italy’s Orion Wines.

The packaging is 100% recyclable and keeps the wine fresh for at least ten days more than a 750ml bottle, the retailer said.

Made by the head winemaker of Orion wines, Alessandro Michelon, the range is both organic and vegan and is available in two variants - Maree d’Ione Fiano from Puglia and the Terre di Faiano Rosso.

The former, already available in Waitrose in glass bottles, has aromas of green apple, pear and almond and complements grilled sardines and roasted vegetable dishes.

The Terre di Faiano Rosso, also from Puglia, is a new addition to the range, the retailer added.

'An Important Step'

Waitrose Buyer, Marien Rodriguez said, “This is an important step forward in our efforts to become the leading sustainable retailer in the UK.

“These beautifully Italian wines offer customers the possibility to enjoy wine sustainably. They are organic, vegan and come in a beautifully designed, fully recyclable and convenient tube.”

New Collaboration

The retailer has also added two new wines from bag-in-box experts, When in Rome, in association with Waitrose Weekend wine writer, Phillip Schofield.


The new wine variants are available in eco-friendly 2.25l boxes made with a recyclable inner bag.

The new additions, sourced from independent Italian vineyards, include high-quality, artisan wines in red and white variants.

'Size Of The Opportunity'

When in Rome CEO and co-founder, Rob Malin, commented, “Having someone like Phillip on board to support the box wine category, demonstrates the size of the opportunity we have in the market to educate consumers that there is another way to enjoy high-quality wine that doesn’t have to be bought in a bottle.”

The white wine is a classic Italian Falanghina produced by the Antica Hirpinia cooperative just outside Taurasi, in the Campanian region of South West Italy.

The wine is characterised by delicate aromas of acacia and orange blossom along with flavours of green apple, quince and lime.

The Nero di Troia organic red wine is sourced from La Cantina di Andria cooperative in Puglia.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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