The first wines packaged in Tetra Pak cartons are set to hit UK supermarkets from this month.
Importer Raisin Social has teamed up with Tetra Pak to sell wines from two South African producers, Du Toitskloof and Namaqua Wines, in recyclable Tetra Prisma Aseptic 75cl cartons.
Du Toitskloof makes its UK debut with two Fairtrade blends - a Cabernet Sauvignon/ Merlot and a Chenin Blanc/Sauvignon Blanc (rsp: £4.99) - exclusively from Waitrose.
Meanwhile Namaqua will market 100,000 cartons of a Shiraz Cabernet Sauvignon and a Chenin Blanc Sauvignon Blanc to outlets including Costcutter, Budgens, Nisa and Londis, and to selected outdoor events.
The carton launches are a first in the UK, and follow the partnership between Greencroft Bottling and Tetra Pak, announced in May.
Globally, almost 10% of still wines are packed in cartons, according to Tetra Pak, with the resealable and recyclable format popular in Canada, Argentina and Chile, and gaining traction in markets such as Italy, Spain and Portugal.
A carton of wine created 28% extra shelf space and was more than a third lighter than an equivalent 75cl glass bottle when full, Tetra Pak national account manager Tony Papazoglakis claimed. “Wine in cartons is likely to be particularly well-received by young adults, who respond well to the modern look,” he added.
Waitrose wine buyer Katie Mollet said the “revolutionary packaging ticks all the boxes we look for as an ethical retailer”.