I am definitely a wine traditionalist. Nobody can deny the joys of sitting in a gorgeous setting, preferably on a Cape wine estate, pulling the cork out of an elegant bottle, hearing the pop sound followed by the aroma of a stunning nose reaching for oxygen for the very first time. There is nothing like the cork and bottle combination that screams wine sophistication and I’m a sucker for the elegantly-wasted.
However, times are a-changin’ and those who do not follow trends are relegated to the trash-heap of formally glorious brand names, like a viticultural Pan Am. The latest wine-spawn of the ever forward-thinking DuToitskloof Cellar is wine-in-a-box. However, I’m not referring to those now famous three litre boxes, the ones that Constantia house-wives hide in their fridge. I’m talking about their new United Kingdom venture with Waitrose and importers, Raisin Social.
This is a 750ml bottle of wine in a Tetra Pak. You know what this packaging looks like, even though its name may be unfamiliar, the concept definitely is not. Many a trip to Pick ‘n Pay, Tesco or Publix is dominated by Tetra Pak items from milk to juice to even olive oil, so why not wine? After all, who’s 2012 Best Value for Money Cellar? Would we not expect them to find ways of saving on packaging costs to bring the consumer wine at the best prices possible?
“You wine heathen,” I can hear people scream, the vitirati would be appalled and would not be caught dead pouring out of such a low-class contraption. Is there method in DuToitskloof’s madness, is there a glimmer of genius in this blatant anti-traditionalist move?
Fairtrade in the UK is big business and DuToitskloof being as big a Fairtrade project as it is, bringing the cellar’s name and its responsible production partner together in one package, can only benefit the brand.
Glastonbury Festival and Hyde Park concerts are synonymous with this island nation. The Brits love to get out into an open field and have a party, once cloud cover is down to only seventy percent and temperatures soar to a searing 18°C. This is a market that is hostile to the bottle. No glass on the grass, please!
We are British, so also do it green, please. Unlike China, Europe and the UK actually realises that earth’s resources are finite and they actually sign climate accords. Tetra Pak constitutes only four percent of the net product weight, versus forty percent for glass. It’s fully recyclable, can be easily compacted when disposed of, transports more efficiently and takes up less storage space. It ticks all the right tree-hugger boxes, but fails in the, “May I open that for you, monsieur,” department. Not to mention the responsible producer guarantee that comes with the Fairtrade stamp. Unlike China, Fairtrade labour is… well, you get the point!
However, when it’s somewhat sunny, does the UK huddle up indoors or at restaurants? Or does the isle spend time outdoors, sucking up the northern summer for what little it provides. This is the lifestyle DuToitskloof-Fairtrade 75cl Tetra Pak aims to become part of. Bringing wine to the wine drinker where bottle openers, glass and heavy weight is a liability; think a picnic overlooking a glorious sunset with a Cabernet-Merlot or drinking a chilled Chenin-Sauvignon styled white under a waterfall. Now, that’s living life and enjoying life is what the wine lifestyle is all about. So, maybe DuToitskloof is not so insane after all.