Coravin debuts new single-serve system in Asia

Known for revolutionising the wine industry with its innovative wine preservation system, Coravin has recently introduced a new machine called Coravin Vinitas on the Vinexpo Asia.

The latest Coravin Vinitas aims to further expand the way wine is enjoyed, served, and merchandised. In a recent interview with Greg Lambrecht, the chairman of Coravin, he shared insights into the development of the company and the new machine with us.

Coravin’s mission since its founding in 2011 has been to change the way people enjoy wine. The company’s existing products, such as Coravin Timeless, Pivot, and Sparkling, allow wine enthusiasts to enjoy their favorite bottles over a period of time without the need to finish the entire bottle at once. However, Lambrecht said there is always a missing piece in the equation – the ability for wineries to sell and distribute smaller format versions of their wines. “I wanted to be able to give winemakers and wine producers, distributors, importers, potentially even retailers, the opportunity to fractionise at the point of sale,” said he.

The new Coravin Vinitas machine addresses this gap by allowing wineries to fractionating standard sized bottles into controlled and oxygen-free single serves on-demand to address consumer needs of “trying before buying” – which he believes can help attract younger audiences. On top of that, this enables winemakers to send smaller samples to wine writers, distributors, importers, and even retailers at a fraction of the cost and carbon footprint associated with traditional sample bottle shipments.

Lambrecht added: “The first market that we are thinking about for Vinitas is to be able to fractionise a bottle or from a barrel or from a tank into 100ml samples. The second use is to allow your consumer to experience your wine in a smaller, more accessible format. Imagine if at retail consumers are going to have the ability to buy six different wines from Greece instead of one bottle – this enables consumers to explore and discover new wines without committing to a full bottle.”

Lambrecht saw an opportunity to cater to the preferences of younger generations who are accustomed to single-serve products like beer and cocktails. By offering an array of wines from different regions and countries in smaller formats, retailers can cater to the curiosity and exploration desires of these consumers.

Additionally, he believed the development is particularly significant for events like On Premier, where samples are sent worldwide, as it allows people who are unable to attend the event to still taste the new vintage conveniently.

At present, the Coravin Vinitas machine is designed for still wines only. However, Lambrecht acknowledges the desire to expand its capabilities to include sparkling wines as well, just as they did with the original Coravin system. The focus for now is on exploring various business models and use cases for still wine sampling.

To date, only 50 Vinitas machines are on offer and they are are set to target the B2B market initially, including wineries, wine schools, distributors, importers, and retailers. The company plans to lease the machines to wineries, allowing them to fracture bottles and experience the benefits of the system before committing to purchasing the machines outright. “We’re not selling the machine as of yet because it’s going through iterations very quickly. The lease rate depends on the volume of consumption of glass. But the minimum is around $750 a month,” making it an affordable option for wineries.

The response to the Coravin Vinitas machine has been mixed during its initial showcase at Vinexpo Asia. According to Lambrecht, some wineries have readily embraced the concept and are eager to implement the machine for their sampling needs, particularly in countries like Australia; others are still processing the potential implications and changes it could bring to their operations. However, the reputation that Coravin has built over the years has garnered interest and curiosity, leading many to explore the possibilities of the new machine.

While the Coravin Vinitas machine is still in its early stages, Lambrecht believes that it has the potential to transform the wine industry by democratising wine consumption, just as other creations have done in the decade, and offering new business models. The company aims to find “lead users” who can showcase the value and possibilities of the machine, paving the way for wider adoption and innovation in the industry.