The JUICE BOX for ADULTS

WHEN
THINKING OF FRENCH BORDEAUX,
a tetra pack with a straw is not generally the first thing
that comes to mind. In fact, the notion of Bordeaux being
packaged in a mini tetra pack with a straw might sound
downright gauche, but French wine merchant Cordier is
currently selling 1OOO units a week of their new product in
Belgium, and will launch it in France early next year. “It
is a seasonal product which allows people to drink wine on
the run,” said Vincent Bonhur, Cordier’s marketing director.
For added benefit, the straw has four holes at the top that
diffuse liquid in the mouth, recreating, the company
claimed, the sensation of drinking from a glass. The wine,
called Tandem, comes in red, white and rose and is aimed at
the smaller consumables segment which grew by 12 percent in
France last year. It costs just under 2 euros, or
approximately $2.75 per box. It’s basically the juice box
all grown up and it’s probably only a matter of time before
it makes its way across to the US.