With all the other shenanigans going on in the world, the packaging debate seems to have slipped beneath the radar. I’m sure it won’t stay there for long. The reason I’m writing is that, in return for an amazing deal on the strawberry-friendly Emeri Pink Moscato, I had my arm twisted into buying a little ‘When in Rome’ (whatever that means!) wine in cans and ‘Frugalpac’ bottles.
Cans are self-explanatory, but the latter is a three-piece, bottle-shaped container comprising a cardboard outer, detachable plastic lining and screw closure. They weigh a fraction of glass, are fully recyclable and keep the wine in good condition for two years or more. So, as they say, what’s not to like?
I haven’t tried it yet, but the wine has had good reviews, although for me it’s a little lacking in provenance. That’s one of wine’s many joys. Sometimes you almost feel as if you know the person who made it. Take that away and the romance goes; it becomes just another commodity.
But Rome wasn’t built in a day and, if the format works, I’m sure the kind of small producers we like dealing with will start using it too. But the question is: does it work? It was launched a couple of years ago with a bit of a fanfare and, since then, both Morrisons and Sainsbury’s have given it a try, only for it to disappear from the shelves within weeks. There’s usually only one reason for that, so it will be interesting to see which way our wonderful customers vote – with their wallets or their feet.
Don’t worry – you’re always right.