Waitrose has become the first UK supermarket to add wines in a tube format to its range.
Made in collaboration with an Italian producer, Orion Wines, the “bag in tube” is apparently 100% recyclable and can contain the equivalent of 3 glass bottles. Once opened, the wine reportedly remains fresh for at least ten days longer than a 75cl bottle.
The wines are produced by Alessandro Michelon, Head Winemaker at Orion Wines, and are both organic and vegan. Already popular with Waitrose shoppers as a bottle, the Maree d’Ione Fiano from Puglia has aromas of green apple, pear, and almond and is delicious served with grilled sardines and roasted vegetable dishes.
Waitrose Buyer, Marien Rodriguez, comments: “This is an important step forward in our efforts to become the leading sustainable retailer in the UK. These beautiful Italian wines offer customers the possibility to enjoy wine in a sustainable way. They are organic, vegan and come in a beautifully designed, fully recyclable and convenient tube.
"The demand from our customers for more sustainable products and packaging, as well as organic and vegan wine, continues to rise and we feel these wines are the perfect additions to our range.”