American wine consumers are being bombarded with advertisements extolling the virtues of French rabbits. Not the long-eared, quick running kind, but the brand name of a French wine with a difference.
French Rabbit wines from the south of France are vintage-dated, AOC quality. Nothing new there you might think, but they also come in octagonal-shaped 1-litre cartons with screw top access and label-free packaging. The prospective purchaser is invited to “savour the wine and save the planet”. The producer Boisset claims that its innovation uses 90% less packaging than wines in traditional bottles and boxes, and is much more ecologically acceptable, producing 90% less waste. There are plans to market-test the idea in the UK but no-one is bold enough to try it out on the French.
Latest releases from Languedoc:
Cabernet Sauvignon / Chardonnay / Merlot / Pinot Noir
www.boissetamerica.com
www.frenchrabbit.com
From our 2006 August e-newsletter
