Issue link: http://winesandvines.uberflip.com/i/946131
March 2018 WINES&VINES 41 PACKAGING format for Fetzer, retailing primarily in con- venience stores. The PET bottles come from Amcor, and the tiny size mandates single-piece labels that are smaller than the front/back labels on 750s. "These smaller labels retain key Anthony's Hill brand visual cues and relevant variety and appellation indications, while eschewing more lengthy romance copy typically found on back labels," DeVries said. Closures are roll-on pilfer-proof (ROPP) screwcaps. Treasury Wine Estates is a massive, multi- national company that includes many leading North American wineries. Seth Hynes, vice president of marketing, said that tiny bottles are a growing category. "Our sales team is al- ways dying for them. There is demand and definite interest, but we have (in the past) avoided them: There are not many suppliers," Hynes reported. Another big reason is wine quality, because the smaller bottles don't last as long as 750s. It's also hard to forecast demand. Still, Hynes said, "This is a category that's going to grow." Not-so-tiny 375-ml bottles are now on the market to showcase wines from various bou- tique producers on the Central Coast. The Bou- tique Wine Samplers six-packs are now on shelves at Costco and other stores in California. Brainchild of The Boutique Wine Club, the aim is to bring access to ultra-premium wines from small producers to consumers who might not be able to visit the wineries and sample all their wares. It "creates the platform for experiencing fascinating wines and learning the stories be- hind them," said Boutique Wine Club co- founder Bob Sweeney. Suggested retail for the six-packs is $69.99. Buy some tiny bottles Sourcing small bottles can be problematic, but John Kellogg, chief sales and marketing officer for glass-bottle producer Saxco, said the smaller sizes can be a marketing tool. "As competition increases within the entire beverage market, we have seen wineries looking for more creative ways in which to reach poten- tial consumers and differ- entiate their brands. One way is with smaller vol- ume packages, which carry with them chal- lenges related to consumer adoption, supply chain availability and higher packaging cost," he said. Saxco produces a few proprietary 187- ml bottles for its sake customers, but v o l u m e i s m u c h larger for 375-ml bottles, according to Kellogg. Demand has remained con- sistent for the past five years. Closures are split about 50/50 between corks and screwcaps. Sales of the 375s are mostly on-premise at restaurants, plus air- lines and passenger railroads. KEY POINTS Smaller, single-serve packages in varied formats are gaining popularity among wine consumers. Glass or PET bottles in 375-ml or 187-ml sizes remain steady in the market, though these may prove difficult on the bottling line. Acceptance is growing for wine in cans or single-serve plastic vessels. On-premise sales are thriving, and retail displays are evolving. Frequent travelers are familiar with the 187-ml format seen on planes and in hotel minibars.