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Arniston Bay pushes eco-friendly wine pouch

Published:  18 January, 2007

Leading South African wine producer, the company of wine people, is embarking on a full-scale marketing drive to support UK summer sales of its most innovative wine product - the Arniston Bay pouch, revolutionary packaging which has 80% less of a carbon footprint than wine bottles.

In a nationwide week-long campaign, the Arniston Bay pouch will reach more than four million people by means of a competition in conjunction with the Metro newspaper and consumer sampling drive in mainline city railway stations. To support the marketing drive, the company of wine people has appointed Green Row Communications for retained PR support in the UK.

Commencing on Monday 23 June, the competition will offer readers the chance to win a trip to the unspoilt coastline of Arniston Bay, where sea and sand meet in breathtaking harmony. One trip to this quaint fishing village will be given away every day until Friday 27 June and is expected to engage more than two million readers.

Consumer sampling in mainline railway stations will run in conjunction with the Metro activity to cement brand recognition and encourage people to purchase the pouch. Sampling of 1.5-litre Arniston Bay pouches at three key London stations - Liverpool Street, Paddington and Victoria - and Manchester Piccadilly is expected to reach about two million consumers.

Barney Davis, UK & Ireland Brand and Business Development Manager at the company of wine people, says: The Arniston Bay pouch is a world first in terms of packaging. We have worked hard to create a packaging solution to redefine the boundaries of sustainability in the wine industry and make people think differently about the cradle to grave lifecycle of wine. Arniston Bay has such strong brand recognition among consumers that it is well equipped to carry this message.'

An innovative and convenient addition to the Arniston Bay range, the pouch offers an environmentally friendly solution to wine packaging, creating 80% less environmental impact from cradle to grave than the equivalent volume in glass bottles, 90% less waste and takes up less space in a landfill than two glass bottles. Easy to transport and about 20 times lighter than a wine bottle, the pouch is perfect for picnics, parties and more. The pouch is also easily stored in the fridge and the wine stays fresh for up to one month once opened. It's available in Chenin Chardonnay and Pinotage Ros varietals from branches of Tesco, Asda, Waitrose and Morrisons priced 9.79 for 1.5 litres. The 250ml pouches will be available later in the summer priced 1.79. Look out for special offers during the summer.