Accolade Wines will highlight portfolio newcomer Wise Wolf at the upcoming TFWA World Exhibition in Cannes (Yellow Village D26).
As reported, Accolade introduced the Wise Wolf range into travel retail under its Banrock Station brand earlier this year.
The French Pays d’Oc line, which features a Chardonnay, Cabernet Sauvignon and Rosé, comes in bottles made using 100% post-consumer recycled glass cullets. Cullet is the term used for recycled broken or waste glass used in glassmaking.
Not only does the carbon-neutral wine (as certified by Carbon Trust) come in a fully recycled and recyclable glass bottle, but the labels are made from 100% post-consumer recycled paper and the closures from 100% recycled plastic. The outer cases are created from fully recycled paper pulp.
The total Wise Wolf pack is made from 94.8% recycled materials and can be recycled again. “Every element of the packaging has been carefully considered, along with evaluating the environmental impact of freight methods, routes, bottle shape and size,” Accolade Wines said.
Transparency is central to the Wise Wolf proposition, with shoppers encouraged to learn more about the brand and its packaging by scanning the on-pack QR code and visiting the Wise Wolf website.
Accolade Wines Marketing Director – Europe Tom Smith said: “As the wolf is the catalyst for positive change in the wild, so too is Wise Wolf the catalyst for positive change in the wine industry, with its innovation reimaging the future of wine and rewriting the rules around traditional wine packaging.
“With the Wise Wolf range of premium wines, we are aiming to make Old World wine more accessible for consumers with desirable packaging and familiar grape varieties.”
Smith pointed out that over 80% of wine drinkers believe companies and brands have the responsibility to take care of the planet and its people.
“Accolade Wines is committed to constantly search for new and better ways of doing things. We’re offering a great tasting wine which we believe will recruit new shoppers to the wine category and increase basket spend for retailers.”
The launch of Wise Wolf by Banrock Station is one element of Accolade Wine’s global sustainability strategy Making Every Drop Count, with the ambition to make the wine industry more sustainable.
“Knowing that packaging has a major impact on the sustainability footprint of the industry and, as the biggest wine company in the UK, Accolade Wines is focused on leading the pack with innovations that make real change,” the company stated.
Wise Wolf is part of the Banrock Station portfolio, a brand which is committed to driving positive environmental change. It has contributed over A$6 million (US$4 million) to conservation projects across 13 countries. A collaboration with Landcare Australia will see 100,000 native trees and shrubs being planted each year, creating habitats for wildlife and communities to enjoy, while removing harmful carbon from the atmosphere for generations to come. |
Wise Wolf by Banrock Station will be featured at the Accolade Wines stand at the TFWA World Exhibition in a sampling event on 5 October from 4.30pm.