Wine in tubes

Wine in Tubes was the brainchild of a Bordeaux winemaker and a French sommelier nine years ago. In an effort to cut down on the cost of sending bottles for sampling, the winemakers invented a system where wine could be transferred into 60ml tubes, under inert gas, and then sent out to wine writers, critics, and trade for individual tastings.

The cost analysis of the project showed that the tube samples were eight to 10 times cheaper to send, when compared with a bottle. 

Within a very short time, it became apparent to the two men, that consumers were keen on purchasing single serve wines. What’s more, research showed that eight out of 10 consumers are demanding more interesting wines and are willing to spend more on a great glass of wine, rather than purchasing a bottle of lesser quality. It was time for Wine in Tubes to expand, and so began a meteoric rise in sales.

The tube was expanded to contain 100ml, or a small single glass. And French wine companies were quick to see the marketing advantages. Some of the biggest names in Bordeaux got on board, including Chateau Kirwan, Chateau Beychevelle, Chateau Latour-Martillac. These days 80 French wineries from seven regions have their wine sold in tubes. And they are not just marketing their latest vintages, some of the Wines in Tubes date back to the 90s. 

When Marlborough based Georges Michel received a pre packaged gift box of Bordeaux wines he instantly saw the marketing advantages.

“These are some of the top wines, from some of the best vintages. Can you imagine 10 years ago, that any of these guys would put their wines together in a box, for consumers to try? Never! Now they have accepted that having their wines together in a sample tube works and they have got behind the idea.”

Michel was so impressed that he has imported the equipment required to turn wine in bottles, into wine in tubes. He is the only person in the Southern Hemisphere able to do so.

“What you do is transfer the wine from the bottle – not the tank. You hook the bottle onto the machine and transfer the wine by pressure under inert gas, without any contact with oxygen, straight into the tube. 

“There is a screwcap that closes the tube off so the wine never has any contact with oxygen, meaning it is as pure in the tube as it is in the bottle.”

Michel is also importing a range of Wine in Tubes for sale here in New Zealand and Australia. The list of wines is impressive, Bordeaux ( Margaux, Saint Emilion, Medoc Sauterne), Burgundy, Cotes du Rhone  and a range of top flight whiskeys. Okay they are not wine, but they are still an example of how the packaging can be used to highlight a variety or region, or even a spirit. 

He now has a range of three of his own wines in tubes – a Sauvignon Blanc, Pinot Noir and Chardonnay. 

“I would love to have a box of Marlborough Pinot Noir and Marlborough Sauvignon Blanc, with four or five different wineries represented in there. It would be stunning in a duty free shop,” he said.

Which brings us to another important point about wine in tubes – you can carry these onto a plane, whereas many countries will no longer allow you to carry a bottle of wine on. 

Because they are only 100mls, they meet the safety criteria many ports have in place regarding liquids carried by hand.

Currently the specially created wine boxes can hold three, four or five wines. All the tubes are imported from France, with screen printing  provided and have to be ordered in sets of 1000. 

While Michel admits the initial cost of the Wines in Tubes looks expensive, he says the ability to buy a set of different wines by the glassful is highly appealing to consumers.

And if that is not enough reason to get behind the idea, think of how much money you could save by sending tube samples of the latest vintage, rather than sending entire bottles. 

Jancis Robinson had this to say about Wine in Tubes: “It does look like something of potential interest to any wine producer who sends out a high volume of samples and/or is interested in selling their product in small, stylish doses.”

The whole process is not just limited to spirits and wine. Cocktails in Tubes are a big seller overseas, and Michele has already had enquiries about selling different honeys in tubes, and olive oils.

The sky is the limit it appears, when it comes to single servings.