Fetzer To Intro New Single-Serve PET PackagingMarch 27, 2013
Fetzer Vineyards is looking to expand its consumption occasions with single-serve PET packaging in a partnership with industry newcomer Zipz. Billed as an “eco-friendly, 100% recyclable 187ml PET glass” format, Fetzer’s new Zipz packs will make their debut in select Major League Baseball stadiums April 1 before hitting grocery retail this summer. The packs will sell for $9-$11 each in stadiums including San Francisco’s AT&T park, Seattle’s Safeco Field and Tampa Bay’s Tropicana Field, with expansion into more Major and Minor League ballparks, NFL stadiums and convention centers to commence throughout the year.
“Both companies have made a significant commitment to the partnership. Zipz has invested in a new, state of the art production line at our winery in Hopland that will exclusively produce wines in the Zipz glass,” said Rodrigo Maturana, global brand director for Fetzer. “Fetzer Crimson red blend and Quartz white blend will be the first wine releases in the partnership, followed by other wines under the Zipz brand.”
Fetzer expects the new format to boost its presence in consumption venues like picnics, fishing, hiking and other outdoor pursuits where alternative wine packaging—including bag-in-box and Tetra Paks—have succeeded in gaining share. Owned by Concha y Toro, Fetzer sells around 1.5 million cases annually in the U.S. market.
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