Wine makers find success with single-serve containers
With a nod to the increasing demand for convenience, winemakers have begun selling wine in smaller-bottle packs and familiar juice-box-style pouches, according to USA Today
St. Helena, Calif.-based Three Thieves introduced a pouch-style container of their wines earlier this year. The small winery put its pinot grigio and cabernet sauvignon in green and purple pouches that hold about a glass-and-a-half of wine. A four-pack costs $8 to $10 and delivers about the same amount of wine as a typical 750-ml bottle.
One of Three Thieves co-founders, Charles Bieler, told USA Today that the traditional wine bottle has “really held back wine.”
He said that the product has been flying off the shelves.
"It makes all the sense in the world," Bieler said. "It gets wine on the table every night, as opposed to special occasions when you open a whole bottle."
Trinchero Family Estates, which owns several wine companies including Three Thieves, Sutter Home and Montevina, has begun selling many of its products in single-serving packages (pouches or small bottles) in a four-pack. The Sutter Home brand has recently added several more varieties to its minimarket offerings.
In addition, big-box retailer Target recently began selling a four-pack of wine called a “wine cube.”
The small-wine segment is growing at a tremendous clip, according to market research company ACNielsen. Sales of single-serving wines grew by nearly 15 percent last year, generating $100 million in wine sales.
The single-serve wines – not known for their quality – are mostly sold in supermarkets and mass-market outlets.
We spoke to a contact at the company who referred all questions to the advertising agency, Colby and Partners.
She said that Santa Monica, Calif.-based Colby handles all of their promotional and advertising work and officially serves as Trinchero’s agency of record.
Trinchero spent $3.5 million on advertising in 2004, according to Nielsen Media Research.
It looks like Trinchero is enamored with their current agency, so we’d consider approaching some other winemakers to see if they’re capitalizing on this trend. Agencies with CPG and in-store promotions experience would probably fare the best.
One thing to consider creatively is how to bring more expensive wines into the single-serve packaging. Hard to imagine paying $40 for a great four-pack of wine.
The company that produces these pouch containers for Three Thieves is Vernon Hills, Ill.-based TetraPak
. We’ve included their contact info as well – could be a good B2B opportunity.
Trinchero Family Estates
100 Saint Helena Highway South
Saint Helena, CA 94574
President & Chief Operating Officer
Vice President of Corporate Services
Three Thieves (subsidiary of Trinchero)
P.O. Box 248
St. Helena, California 94574
Tetra Pak, Inc.
101 Corporate Woods Parkway
Vernon Hills, IL 60061
Vice President of Strategic Business Development
Constellation Brands Inc.
370 Woodcliff Drive Suite 300
Fairport, NY 14450
Marketing Director – Specialty & Value Wines
Marketing Director – Specialty Wine Group