500ml bottles reflect changes in society
Hawke's Bay winery Mission Estate's release of 500ml bottles of sauvignon blanc and syrah will never replace the 750ml bottle, but it will probably appeal to consumers and retailers for different reasons, says Wine Marlborough marketing manager Marcus Pickens.
The company said it launched the smaller bottles after research on the country's changing demographic revealed an increasingly older and more urban population, living in smaller family units.
Mr Pickens said other wine brands might consider selling in the smaller bottles if they became popular, but he doubted they would ever replace the 750ml wine bottle as that format had been around a long time.
Mission Estate chief executive officer Peter Holley and winemaker Paul Mooney said that the standard 750ml wine bottle might not always suit the lifestyle of New Zealand consumers, whom research showed tended to be active and health conscious, and involved in year-round outdoor pursuits, as well as picnics and barbecues during the summertime.
- The Marlborough Express
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