Issue link: http://winesandvines.uberflip.com/i/90739
MANA GEMENT AstraPouch takes flight When we first wrote about the As- traPouch package in our May 2010 issue, we deemed it "Too New to Be Trendy." The concept of a compact, virtually inde- structible envelope had earned acceptance in Europe, Australia and South Africa but was still unknown in North America. Dave Moynihan, a former executive at Constellation Wines, thought North America was ripe for the bag-without- a-box and founded AstraPouch North America in Penfield, N.Y. His first client was Glenora Winery in Dundee, N.Y., and upstate New York remains a leading mar- ket, but the appetite is growing, notably in the outdoorsy Pacific Northwest. The AstraPouch is fabricated from two layers of recyclable plastic with a one-way spigot to keep oxygen out. The standard 1.5-liter pouch measures 7 inches wide and 10 inches tall; the flat, stand-up bottom is about 2 inches wide. It chills quickly and contracts to eliminate excess oxygen. It's the only wine package that can be hung like potato chips from a display rack, making it ideal for checkout line impulse purchases. Moynihan is now expanding his line to include a 3-liter "party pouch," Hazlitt 1852 Vineyards' success packaging its Red Cat brand in AstraPouches prompted the winery to reorder twice during the first 12 weeks the formatting option was offered. the AstraPouch-ImpaQ. This summer, 200,000-case Hazlitt 1852 Vineyards of Hector, N.Y., ordered the 3-liter size for its Red Cat brand, then reordered twice within 12 weeks. Moynihan reported that according to distributor Southern Wine & Spirits, it's the hottest new package in upstate New York. Most current AstraPouch packages take full advantage of the full-screen billboard provided with colorful graph- ics printed on the under layer of the pouch and protected by the bonded outer plastic. These are produced at the AstraPouch plant and intended for the mass market: In just two years, Moyni- han estimated, about 3 million units have been sold. Moynihan is reaching out to smaller producers with customizable 1.5- and 3-liter "white pouches." Wineries can order these stock items and affix their own labels to the exterior. These labels may not be quite as durable as the "cooler loving" preprinted version, but they can be delivered in just a day; printed packages take about nine weeks, post-label approvals, depending on the Together, we can keep flavor at its peak. Since 1963, Parker domnick hunter has been developing comprehensive filtration solutions designed to optimize your wine making process. • Filter cartridges which help preserve the unique characteristics of your wine Value-added benefits • Lowers overall filtration costs so you remain highly competitive • Technical service available on-site to audit and help achieve process efficiency You can rely on Parker domnick hunter for consistent and reputable performance, call 877 784 2234 today for a free technical assessment of your filtration process. www.parker.com/processfiltration dhpsales.na@parker.com WINES & VINES NOVEMBER 2012 39 Parker dhP Nov 2011 Qtr Pg BW_Equip-Supply Srvcs.indd 1 9/8/2011 10:26:30 AM