Winemaker introduces smaller bottles

Last updated 05:00 06/07/2012
Mission Estate
Mission Estate launches NZ’s first 500ml bottles of Sauvignon Blanc and Syrah

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Mission Estate has been commended by anti-alcohol campaigners for introducing New Zealand's first 500ml bottle of wine.

The Hawke's Bay winery, the nation's oldest, is now selling sauvignon blanc and syrah in the smaller bottles in a bid to make wine more attractive to modern lifestyles. The standard bottle of wine is 750ml, or 7.7 standard drinks.

Mission chief executive Peter Holley and winemaker Paul Mooney read research that showed New Zealanders were becoming older, increasingly urban and living in smaller family units.

"Kiwis also tend to be active and care about their health, participating in outdoor pursuits year-round, as well as picnics and barbecues in the summer," Mr Holley said.

"It's ideal for a couple who like to enjoy quality wine with their meal at home, without having any wastage. And it's sure to be a picnic essential in summer. We think this new bottle size has the potential to be a real opportunity for New Zealand wine."

The bottles are made in Australia.

Dr Andrew Hearn, general manager of research, policy and advice for the Health Promotion Agency (which replaces Alac, the Alcohol Advisory Council), said the smaller bottle "may stop people thinking, `Well, we may as well finish off the bottle,' and drink more than intended".

Professor Doug Sellman, director of the National Addiction Centre at the University of Otago in Christchurch, said the smaller bottle looked "like a good innovation by the industry, particularly if marketed as suitable for two over a special dinner".

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