Wolf Blass Wines

Wolf Blass Wines

March 20, 2007 16:58 ET

MEDIA RELEASE: Innovative PET Wine Bottle to Launch Across Canada

Based on introductory success, Wolf Blass expands distribution and offerings of premium wine in convenient, environmentally friendly PET bottle

TORONTO, ONTARIO--(CCNMatthews - March 20, 2007) -

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

Wolf Blass Wines today announced the Western and Atlantic Canada launch of Bilyara Reserve Chardonnay and Bilyara Reserve Cabernet Sauvignon from their new range of premium Australian wines in shatterproof, environmentally friendly 750ml PET (Polyethylene Terephthalate) bottles. In Ontario, where the wines are already available, the winery has added two new single-varietal offerings: Bilyara Reserve Sauvignon Blanc and Bilyara Reserve Merlot.

The decision was made based on initial consumer response that saw net sales exceed $1 million CAD with over 100,000 consumer purchases of Wolf Blass Bilyara Reserve 750ml PET bottles after 6 months.

Priced from $14-$16, the Wolf Blass Bilyara Reserve wines are crafted in a fruit-forward style that is ready to drink. They are sealed with a screw-cap closure to retain freshness and provide ease of opening. All four varieties are made from grapes grown in South Australia's premium vineyards, including the Barossa Valley, home of Wolf Blass Winery.

"Wolf Blass Bilyara Reserve's PET bottle delivers all the aesthetic qualities of glass making it a stylish choice for outdoor entertaining while delivering safety benefits through its shatterproof design" said Scott Oliver, President, Wolf Blass Wines Canada. "As we approach the warmer seasons, the 750ml PET bottle from Wolf Blass will offer Canadians a great option to explore new wine occasions such as hiking, camping and boating - places where traditional glass bottles are unsafe or not permitted," he added.

The lightweight 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 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. 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 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.

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