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Tesco to help launch Banrock Station in Tetra Pak

Published:  23 July, 2008

Tesco is to help with the launch of Banrock Station's new one litre Tetra Pak carton, Banrock Ecomate, by selling it in selected stores from the middle of November.

The cartons will go on sale for 6.49 and will provide a Tetra Pak alternative to Banrock Station's Shiraz and Chardonnay lines.

Banrock Station Ecomate is to be promoted to customers as a genuinely green alternative for those drinking occasions that do not require a glass bottle. It is hoped the new packaging will appeal to Banrock Station drinkers as its research has found that up to a fifth will only buy products from companies whose ethics they agree with.

Increased steps are being taken to improve the recycling of Tetra Pak products with Tesco promising to have up to 100 carton collection banks at selected stores throughout the UK over the next year. Banrock Station claims 71% of local councils now offer carton recycling facilities.

Tony Sharley, environmental manager of Banrock Station Australia, said: "The environment has always provided Banrock Station with its main point of difference so the launch of the Ecomate is a logical step forward. The Ecomate will sit alongside the rest of the Banrock range and gives consumers another option when a glass bottle is not necessary."

Banrock Station is the sixth largest wine brand in the UK off-trade, according to AC Nielsen (MAT 11.08.07)