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01.2008

Massachusetts Beverage Business

archivedOnWineReport

The JUICE BOX for ADULTS

Article By: MBB

WHEN THINKING OF FRENCH BORDEAUX, a tetra pack with a straw is not generally the first thing that comes to mind. In fact, the notion of Bordeaux being packaged in a mini tetra pack with a straw might sound downright gauche, but French wine merchant Cordier is currently selling 1OOO units a week of their new product in Belgium, and will launch it in France early next year. "It is a seasonal product which allows people to drink wine on the run," said Vincent Bonhur, Cordier's marketing director. For added benefit, the straw has four holes at the top that diffuse liquid in the mouth, recreating, the company claimed, the sensation of drinking from a glass. The wine, called Tandem, comes in red, white and rose and is aimed at the smaller consumables segment which grew by 12 percent in France last year. It costs just under 2 euros, or approximately $2.75 per box. It's basically the juice box all grown up and it's probably only a matter of time before it makes its way across to the US.

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