Dragons’ Den reject lands second major wine deal
Published:  23 July, 2010

Intercontinental Brands is launching its Italian Job wines in the Tulip packaging rejected on TV’s Dragons’ Den.

The pack comprises a single-serve plastic glass with a foil lid and has already been used by M&S for its Le Froglet range.

The Tulip is the brainchild of entrepreneur James Nash and is being marketed through his Wine Innovations company.

ICB managing director John Mills said: “The Tulip is a brilliant value-added concept and will revolutionise the single-serve wine offering. This is an occasion and packaging-led format that appeals to consumers who want convenience and a pleasurable wine-drinking experience.”?The Italian Job Tulip is available in Sauvignon Blanc, Sangiovese Merlot and Sangiovese Rosé.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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