LCBO

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Wolf Blass Wines

Wolf Blass Wines

August 17, 2006 11:00 ET

MEDIA ADVISORY: Wolf Blass Wines Introduce World's First Full-Size PET Wine Bottle

Innovative winery offers premium wine in lightweight, unbreakable, environmentally friendly PET bottles, exclusively at the LCBO.

TORONTO, ONTARIO--(CCNMatthews - Aug. 17, 2006) -

Editors Note: A photo for this release will be available on the CP picture wire via CCNMatthews.

Wolf Blass Wines today announced the launch of Bilyara Reserve, a new range of premium Australian wines in lightweight, shatterproof and environmentally friendly 750ml PET (Polyethylene Terephthalate) bottles.

The Wolf Blass Bilyara Reserve line currently includes two popular single-varietal offerings: 2005 Bilyara Reserve Chardonnay, LCBO #8128, priced at $14.95 and 2004 Bilyara Reserve Cabernet Sauvignon, LCBO #8136, priced at $16.95. Both wines are made from grapes grown in South Australia's premium vineyards, including in the Barossa Valley, home of Wolf Blass Winery. Crafted in a fruit-forward style that is ready to drink, the wines are sealed with a screw-cap closure to retain freshness. Two other varietals will be added to the line in 2007.

Delivering all the aesthetic qualities of traditional glass in an unbreakable format, the new Wolf Blass Bilyara Reserve PET bottle holds the same amount of wine as a standard 750ml wine bottle, yet it is designed to be 33 percent shorter for easier storage in a refrigerator, cooler or cupboard.

"The new package gives our consumers more options on how they want to enjoy their Wolf Blass wines," said Scott Oliver, President, Wolf Blass Wines Canada. "The Bilyara Reserve line contains the same premium Wolf Blass quality while delivering convenience and significant environmental benefits and it gives people many more ways to explore new wine occasions."

Tracey Mason, VP of Innovation for Foster's Wine Estates Americas agreed: "We are excited about the new bottle. It's stylistically pleasing from a visual standpoint, and it has a great feel in your hand. It definitely signals quality-which Wolf Blass customers would expect. That's what really counts."

The Wolf Blass Bilyara Reserve PET project was conceived in response to the LCBO's environmental strategy which encourages suppliers to offer products in new package formats that reduce waste.

"We're pleased to host the worldwide launch of Wolf Blass' new Bilyara Reserve in its lightweight PET bottle," said Bob Peter, LCBO President and COO. "LCBO customers are gaining a well-deserved reputation as knowledgeable wine consumers who are open to new wines in innovative containers. As a result, we're able to bring an increasing number of unique products to the marketplace on an exclusive basis."

The Wolf Blass 750ml PET wine bottle is fully recyclable and weighs just 54 grams prior to filling, offering an immediate 85 percent reduction in packaging weight. PET is often returned to use in food contact packaging, creating a closed recycling loop. Further, there is strong demand from recyclers for PET due to its many commercial and industrial uses. And with the reduction in weight, more wine can be transported per load than with glass bottles, so the net environmental benefit from the reduction of fuels used in shipping and trucking is also significant.

Editors Note: From its humble beginnings in Australia's legendary Barossa Valley, to its current, state-of-the-art winemaking facility, Wolf Blass has become one of the most recognized and highly acclaimed wineries in Australia. It began when German-born winemaker, Wolf Blass, arrived in the Barossa Valley in 1961 and by 1966 had established his own vineyard, named Bilyara-an aboriginal word for "eaglehawk." Blass won acclaim with his first solo vintage and went on to revolutionize the Australian wine industry with new winemaking techniques. Today, Wolf Blass wines are recognized globally as a producer of premium wines with a tradition of quality, character and consistency. Wolf Blass Winery is owned by Foster's Wine Estates.

To view the document titled: "Wolf Blass Bilyara Reserve PET FAQ's", please click on the following link:

http://www.ccnmatthews.com/docs/WBQA815.doc

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