Arniston Bay says it's a shore contest

27 June, 2008

The Company of Wine People has run a week-long campaign for the Arniston Bay pouch .

More than 4 million people were targeted through a competition in the Metro

and a consumer sampling drive in mainline city railway stations.

The competition, which ended today, gave away one trip every day

to the Arniston Bay coast

and the fishing village where the wine is made.

The 1.5-litre pouch, which its distributor said has a carbon footprint that is

80% smaller than regular glassábottles, was sampled in railway stations such as Liverpool Street, Paddington, Victoria and Manchester Piccadilly.

UK & Ireland brand and business development manager Barney Davis said: "The Arniston Bay pouch is a world first in terms of packaging. We have worked hard to create a packaging solution to redefine the boundaries of sustainability in the wine industry and make people think differently about the cradle-to-grave life cycle of wine.

"Arniston Bay has such strong brand recognition among consumers that it is well-equipped to carry this message."




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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 ľ which makes it especially galling that we spend so much time divided over it.

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