An award-winning French viticulturist is about to sell his wine in colour-coded cans, breaking yet another taboo in France, where something as seemingly innocent as a rubber cork only a few years ago had faces contorted in disgust.
Winemakers at the Château de l'Ille in the Languedoc-Roussillon department of southeastern France are behind the bold move, which involves packaging AOC wine in cans.
AOC ("appelation d'origine controlée") is a special label given to a selected number of products by the French government, and indicates that this wine in a can is no watered-down swill, but rather meets a set of strict production standards and guidelines.
The three cans, with the colour of the rim corresponding to the type of wine inside, will be launched by the company Winestar at the Vinexpo conference in Bordeaux this weekend. A pink rim signifes the rosé, for example.
"We want to become the Nespresso of wine," Cédric Segal, co-founder of the company behind the innovation, Fabulous Brands, told French daily Le Figaro. Full story...
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Winemakers at the Château de l'Ille in the Languedoc-Roussillon department of southeastern France are behind the bold move, which involves packaging AOC wine in cans.
AOC ("appelation d'origine controlée") is a special label given to a selected number of products by the French government, and indicates that this wine in a can is no watered-down swill, but rather meets a set of strict production standards and guidelines.
The three cans, with the colour of the rim corresponding to the type of wine inside, will be launched by the company Winestar at the Vinexpo conference in Bordeaux this weekend. A pink rim signifes the rosé, for example.
"We want to become the Nespresso of wine," Cédric Segal, co-founder of the company behind the innovation, Fabulous Brands, told French daily Le Figaro. Full story...
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