Bottle revolution from Hardys

Constellation-owned Australian wine producer Hardys has developed an intriguing new single-serve format, incorporating a bottle as the lid. The ‘Shuttle’ was conceived principally for use at major sporting and theatrical events – many of which are, of course, sponsored by wine brands – enabling far more rapid serving during busy periods, in locations where glass is may be prohibited.

The 187ml PET bottle has been trialled alongside the recent Australian season of Cirque du Soliel. Following overwhelmingly positive consumer reaction the company is rolling out the product with Shiraz and Chardonnay in it’s home market, while a “test market” consignment of 250ml Shuttles under the Hardys Stamp of Australia is being sent to the UK.

“We believe the new technology has the potential to redefine how people drink their wines the world over – particularly at sporting and other outdoor events, concerts and performances, where glassware is not permitted for safety reasons,” says Miriam Leenders, global marketing manager. “Shuttles are easy to store and will keep for 12 months. Its unique design also enables customers to be served more quickly and efficiently, which has the potential to optimise staffing and boost overall sales… We’re confident the Shuttle technology will soon be applied to other world-renowned brands in the extensive Hardy Wine Company portfolio.”

© db 13 December 2007