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P A CKA GING Flasq of Inspiration hiny aluminum tubes are luring youthful buyers to a trio of wines blended in Napa Valley. As sleek and slender as the health-conscious patrons of the Whole Foods stores that stock them in 33 states, the wines and their containers were designed specifically to attract members of the millennial generation (ages 21-34) seeking healthful alternatives and green products. Napa-based JT Wines launched Flasq in Florida in 2011, per- formed marketing trials with Whole Foods last summer and has just taken the brand national. Last year, JT shipped the equiva- lent of 10,000 9-liter cases under the Flasq motto: Great Wine, Any Time. "We are the only winery using extruded aluminum bottles," said Jennifer Schreiber, JT's vice president of sales and marketing, who is based in Florida. The 375ml bottles retail at $6.99 and are sold individually. Schreiber and her partners first considered selling Flasq in four-packs but decided that the bundle priced them out of their target market. "We wanted an affordable op- tion, we didn't want them to get lost." S JT research determined that the half-bottle size is ideal for indi- vidual consumption, Schreiber said. "Millennials consume about three glasses of wine per occasion; baby boomers (consume) 2.1." The Flasq's re-sealable screwcap makes it easy to have a glass—or a quick swig—and enjoy the rest of the wine later. a portable bottle The container is similar to reusable water bottles, so a glass is strictly optional as well as convenient for picnickers, boat- ers, hikers and sports fans who like their wine but don't want to pack all the accessories. In addition to Flasq's lightweight, shatterproof shell, JT literature contends that it chills five times faster than glass bottles and remains cold longer. Its wide mouth "allows additional aeration when drinking from the container," and the opaque aluminum also prevents "light-shock." Consumers who don't pour the Flasq wines into a glass, how- ever, miss one of the less-acknowledged pleasures of wine: swirl- Highlights • Single-serve aluminum containers are increasingly popular with European winery customers. • The sleek design of Napa-based Flasq is meant to appeal to younger wine drinkers in the United States. • Aluminum is more expensive than glass, though shipping is less expensive because it is lighter in weight. 48 Wines & Vines MAY 2012 Unbreakable aluminum wine package breaks the mold By Jane Firstenfeld ing a glass and holding it up to the light for a view. On the other hand, if this is a step on wine's evolutionary road to becoming an everyday beverage for the masses, perhaps losing its ritualistic tradition is a small price to pay. evolution of the flasq Flasq came about, Schreiber said, when she was approached by a grad school friend helping to develop a boutique hotel in New York. He was looking for a wine product to match his contemporary concept, something that could speed wine sales and profitability in the bar by eliminating the need for a bottle opener, cork or glass.