Blog: The new-look wine bottle?
Chris Mercer | 7 January 2011
The ‘Martín Berasategui System’ wine bottle
A Spanish chef and a Spanish packaging company have combined to launch a new-look wine bottle that is designed to prevent sediment from seeping into your wine glass. The problem is, it looks ugly.
Beauty is in the eye of the beholder, and in this case the beholders are Basque chef Martín Berasategui and Girona-based Estalpackaging. Berasategui's self-invented, new wine bottle has just come to the market after winning an award for innovation at a trade exhibition in Paris in December.
You can see it for yourself, pictured above. The design of the ‘Martín Berasategui System’ bottle is based on the idea of a ‘false bottom’, which cleverly creates a vacuum effect that, the Michelin-starred chef claims, stops wine sediment and unfiltered impurities from reaching the glass.
I can't deny that this shows ingenuity, but I think we're a little way off declaring the wine decanter obsolete. My main problem with this idea is that, in situations where decanters are used, wine drinking is often about elegance and, to use a well-worn industry phrase, the 'theatre of dispense'. This bottle, to me, looks to have very little in common with elegance.
Estalpackaging says that the bottle is "especially targeted at those wines subject to ageing", which only compounds the difficulty with it, in my view. Don't go chucking out the decanters just yet.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- SABMiller's troubles fuel M&A rumours
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"