Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

March 01, 2007 10:30 ET

Longtime Favourite Australian Wine 'Long Flat' to Launch New B-Pak in Ontario

Long Flat B-Pak to be one of the first Australian brands to launch Tetra-style wine packaging in Ontario marketplace

TORONTO, ONTARIO--(CCNMatthews - March 1, 2007) - Long Flat, one of Australia's most established and consumer-friendly wine brands, will introduce two of its most popular varietals to the Ontario marketplace in its new enviro-friendly packaging called the B-Pak, announced Elisabeth Muir, National Marketing Manager - Wines for Diamond Estates Wines & Spirits Ltd.

The Long Flat B-Pak, so called because it is "all the benefits of a bottle in a pack", is one of the first Australian wine brands to launch in Ontario in a Tetra Pak. Two varietals will be introduced to Ontario wine drinkers including the Long Flat Chardonnay (LCBO product #24794) and the Long Flat Cabernet Sauvignon Merlot (LCBO #24802). Both will retail for $12.95 plus deposit ($13.15) per one-litre B-Pak.

The varietals are now available at LCBO stores throughout Ontario, alongside bottled Long Flat Semillon Sauvignon Blanc, Long Flat Cabernet Shiraz, and Long Flat Shiraz. The Long Flat brand has been available in Ontario since the 1980's.

"Australian labels are a popular staple for wine consumers in Ontario. Keeping in tradition with Australian wines, the Long Flat varietals are easy on the palate, versatile for food pairings and moderate in price, making the brand extremely accessible and enjoyable for consumers," said Muir.

The B-Pak is environmentally friendly, lightweight, easy to carry and store, and is shatterproof which makes it ideal for indoor and outdoor entertaining and in situations where glass cannot be used.

Available in one-litre B-Paks, Long Flat Chardonnay and Long Flat Cabernet Sauvignon Merlot are sourced from some of Australia's richest wine growing regions throughout South Eastern Australia.

As proof that wines in alternative packaging are gaining popularity, more than 1.6 billion litres of wine have been sold in Tetra Pak packaging during the past 12 months globally.

"We are hopeful that Ontarians will include Long Flat B-Paks on their LCBO shopping lists. This great Australian brand is part of many people's wine lifestyle, and now the convenience of the B-Pak is an innovative added feature," stated Muir.

For over 40 years, the Long Flat brand has been embraced by Australian wine drinkers, making it one of the most enduring wine brands in the Australian market.

Cheviot Bridge is a Melbourne-based, publicly listed company with more than 80 years of collective wine making experience. Cheviot Bridge is a modern wine company concentrating on the marketing and distribution of a select range of wine brands including Long Flat.

Diamond Estates Wines & Spirits Ltd., the company responsible for Long Flat's Ontario and Atlantic Canada sales and marketing, also serves as the sales and marketing agency for domestic wines from Lakeview Cellars, EastDell Estates, Birchwood Estates and Thomas & Vaughan as well compelling international wine and spirits brands from premium regions around the world.

For more information, please visit the company's website at www.diamondwines.com.

Note: To view an image of the Long Flat B-Paks, please click on the following link: http://www.ccnmatthews.com/docs/longflatbpaks.JPG

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