The launch is significant, both for a company that is so focused on upmarket products.
For the fashionable category of the wine business that is Provençal rosé, where thick, clear flint glass is the default option for showing off the pretty, pale salmon pink of the liquid inside and conveying the premium credentials of this controlled wine style and protected source area.
Although the plastic is not coloured, because the bottle is made from recycled material collected from coastal areas.
It’s not completely transparent, meaning there’s a faint cloudiness to the appearance of the format – something that could be seen to detract from the premium image of a southern French rosé.
Particularly one from a strictly governed appellation such as Côtes de Provence.
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