A new world wine packaging partnership between Vitro Packaging of Mexico and Gardner Technologies of California is tasting success in one of the toughest markets in the old world: Italian wine makers….
A new world wine packaging partnership between Vitro Packaging of Mexico and Gardner Technologies of California is tasting success in one of the toughest markets in the old world: Italian wine makers. The twist-off MetaCork, which has been praised by consumers and the wine trade as easier to use and offering a better seal than traditional corks, is being test-marketed in the US. In autumn 2004, the H.E.B. Grocery chain in Texas will feature wines with the MetaCork and the cork is also being tested by Californian wine major, Kendall-Jackson. However, the move into Europe is seen as a major step. “Many in [the United States] feel that Italy is the most conservative wine market in the world,” said William Borghetti, chief executive at Napa-based Gardner Technologies. “Our experience is that the Italian market views MetaCork very positively, pragmatically and objectively. We“ve been delighted with the response so far and we have only begun to scratch the surface of this very large marketplace.” In June 2004, Gardner“s distributors shipped Vitro“s bottles to Sardinia, Italy, where four wineries began filling them with premium local wines from the island“s Cantina Gallura, Cantina Pala, Cantina Antichi Poderi, and Cantina Pedres labels. The launch pad for the MetaCork in Italy was its presence at trade shows. At least one other Sardinian winery is looking at the twist-off cork, while two European airlines and a passenger ferry service have approached SugherExtra, S.R.L., Gardner“s distributor in Italy. “Despite concerns relating to new technology, especially in the conservative wine industry, the wine makers and marketers felt that MetaCork offered them something totally new,” Mr. Borghetti said. “They see MetaCork as a way to differentiate their brands, increase brand recognition, and they feel they will be able to increase their margins. A few wineries took the product to key retail and restaurant accounts. … Once they saw how positively it was received, they signed on.” MetaCork eliminates the need for a corkscrew, but it has the appeal of a traditional bottle because it does not look radically different and is made from cork. Gardner executives said wineries from 30 nations beyond Italy, including industry giants like France, Spain and Portugal, have made enquiries about the new cork and bottle. Gardner developed the twist-off cork and designed a bottle. It then approached Vitro Packaging, whose engineers worked with Gardner designers to produce a bottle that could use the novel cork, yet keep the look and feel of a traditional wine bottle. “Vitro was selected as a result of its reputation for quality … and a company culture that empowers management to make entrepreneurial decisions,” Mr. Borghetti said. “We talked with all the large domestic glass producers before settling on Vitro. Rather than focus on the challenges and costs, as the others did, Vitro focused on the opportunity.”