Eco-conscious scoff at wine "snobbery", pick cartons over bottles

    Canadians appreciate wine for taste: focus less on conventionality

    TORONTO, June 28 /CNW/ - Canadian wine drinkers are tossing
conventionality out the window and choosing function over fashion as they move
toward recyclable wine cartons and screw tops for picnics and fine dining
    A recent Leger Marketing survey, commissioned just in time for the Canada
Day weekend by drink carton manufacturer Tetra Pak, shows at least two-thirds
of Canadian wine drinkers purchased wine in some form of alternative packaging
in 2006. The new trend has emerged in response to Canadians' overwhelming
environmental consciousness, coupled with a desire to try something different.
    "The rise in popularity of Tetra Pak cartons for packaging wine shows
Canadians aren't afraid to break out of their comfort zone and try something
new in order to do their part for the environment," said Jaan Koel,
Communications and Environment Manager, Tetra Pak.
    Eco-conscious consumers have also embraced Tetra Pak wine cartons,
because they are less likely to break, are recyclable in North America,
provide better value and they are happy with the taste.
    According to the data, 7 in ten wine drinkers who had tried Tetra Pak
packaged wine rated that wine as "good" or better and stressed that they tend
to choose what appeals to their taste over critics' recommendations. Indeed,
the majority of Canadian wine drinkers (88 per cent) rank their own taste and
preference as the most important factor in choosing a good wine.
    While over three quarters of Canadians surveyed believe Tetra Pak cartons
are suitable for the cottage and camping trips, the popularity of alternative
forms of wine packaging is not limited to barbecues and picnics. Approximately
half of those surveyed say the cartons are appropriate to serve at dinner
parties with 29 per cent happy to display them at the table and 19 per cent
comfortable giving the packages as a hostess gift.
    In addition to asking about alternative wine packaging and the ideal time
to serve it, the survey also gave Canadians a choice of options to identify
the type of wine drinker they perceive themselves to be. Most Canadians
labelled themselves as "Appreciators," claiming they value a good wine and
will share gems with good friends, but don't get preoccupied with traditional
wine customs. For example 74 per cent said they either don't know or are not
sure of the proper way to taste wine while 65 per cent have never sent back
wine in a restaurant after sniffing the cork.
    Other wine drinking stats revealed in the survey include:

    -   17 per cent of Canadians who purchased wine in a Tetra Pak carton
        initially did so to see what all the hype was about
    -   The occasions on which Canadians drink wine most often are at home
        during a meal (26 per cent) or at dinner parties (23 per cent)
    -   Recommendation (71 per cent) and price (72 per cent) are important to
        the majority of Canadian wine drinkers when choosing wine

    Survey Methodology
    The survey was conducted for Tetra Pak by Leger Marketing from May 29th -
June 3rd, 2007, with a representative sample of 1,500 male and female
respondents aged 18 years and older across Canada. The survey is considered
accurate within +/-2.5% 19 times out of 20.

    Editor's note: Regional fact sheets for Alberta, British Columbia,
    Ontario and Quebec are available upon request.

For further information:

For further information: Elizabeth Mitches, APEX Public Relations, Tel:
(416) 924-4442 ext. 235, E-mail:

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