Western Wines is putting the bottom of its Kumala wine boxes to better use with a fridge-friendly packaging innovation. The tap on the three litre bag-in-box format has been moved from the side to the bottom of the pack so that it can lie flat on a fridge shelf while it is being dispensed. Only the white wines in the range will use the new format. The boxes have also been redesigned so they follow the look of the six bottle cases which have helped to boost sales of the brand. The company said sales of Kumala reached 1.1m in 2001 and to maintain the momentum the brand is supported by consumer advertiising for the first time this year as part of a £2.5m budget. {{DRINKS }}

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