Accolade Wines addresses conscious consumerism with Wise Wolf launch

By Charlotte Turner |

Accolade Wines is launching ‘ambitious’ new wine, Wise Wolf, from Banrock Station into the travel retail channel, highlighting that its bottles are made from 100% post-consumer recycled glass cullets.

 

The range, which features a Chardonnay, Cabernet Sauvignon and Rosé, also claims to be carbon neutral.

 

Accolade says the ‘visually distinctive fully recycled and recyclable glass bottles’ also carry labels made from 100% post-consumer recycled paper. The closures are made from 100% recycled plastic and the cases are made from 100% recycled paper pulp.

 

TRANSPARENCY ‘CENTRAL TO THE WISE WOLF PROPOSITION’

The total Wise Wolf pack is made from 94.8% recycled materials and can be recycled again.

 

“Central to the Wise Wolf proposition is transparency and shoppers are invited to learn more about each component of the packaging by scanning the on-pack QR code and visiting www.wisewolfwines.com,” said the company.

 

The French range of wines consists of a Pays D’OC Chardonnay, Rosé and Cabernet Sauvignon and will be available in travel retail from June.

 

Accolade Wines General Manager GTR & Regional Sales Director EMEA Martin MacKinnon said: “With the Wise Wolf range of premium wines, we are aiming to make old world wine more accessible for consumers with desirable packaging and familiar grape varieties.

 

‘MAKE EVERY DROP COUNT’

“At Accolade our global sustainability strategy ‘Making Every Drop Count’ is based on taking real action with the ambition to make wine more sustainable. This has already enabled significant progress, with our European business certified carbon neutral.

 

“One of the drivers of how we can continue to improve, is packaging. The ‘green’ packaging credentials of this Banrock Station range are highly impressive and will make a significant contribution to rewriting the rules around traditional wine packaging.

 

“This release is a fantastic fit for the travel retail channel both in the air and in ground stores, not least because of the ease of carrying this new style of bottle. The new Banrock Station range will potentially make a very significant contribution to lowering the carbon footprint of travelling wine consumers and the travel retail wine category as a whole.”

 

Accolade Wines’ Banrock Station brand is committed to driving positive environmental change, and has contributed more than $6m to conservation projects across 13 countries.

 

The most recent commitment to partner with Landcare Australia will result in 100,000 native trees and shrubs being planted each year, creating habitats for wildlife and communities to enjoy, while removing harmful carbon from the atmosphere for generations to come.

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