Issue link: http://read.dmtmag.com/i/299589
w w w. v w m m e d i a . c o m M a y - J u n e 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 4 1 ntil recently, mention of the single-serve 187 mL wine cat- egory evoked memories of cramped air travel and mea- ger wine selections avail- able from clanking beverage carts. But those days may be over, thanks to the rein- vention of this category that is now focused on quality, freshness, convenience and even elegance. "Exceptional wine by the glass" is the idea behind The Vini, a sleek glass vial with a Stelvin screwcap closure. It is the brainchild of Miami- based Vini founder and CEO Sunny Fraser, who several years ago launched a bou- tique winery, only to realize that convincing restaurants to sell her wines in their by-the-glass programs was more than an uphill battle, it was impossible. "It wasn't a problem to get on wine lists by the bot- tle, but because we were unknown, no one would put us on by the glass," Fraser recalled. Inspired by a test- tube-like 50 mL sampling vial she had seen, she had that all-important "aha!" moment. "I thought if we made it a 187 mL, we could reinvent the idea of fine wine by the glass." The challenge, she knew, would be consumer perception about the quality of wines in the 187 mL for- mat. "Most people think of it as low quality compared to bottles, and frankly, so did we," Fraser said. HIGH-TECH TIPPLE While an increase in wine qual- ity and eye-catching packaging are undoubtedly driving sales growth in the 187 mL category, advanced technology is at the root of single- serve success. "In the past, we couldn't do it because of technology. With small servings of wine, there were oxy- genation and shelf-life issues," explained James Martin, CEO of Copa Di Vino in The Dalles, Ore., which launched its single-serving wines in 2010. Copa Di Vino uses a process patented with its partner in France to give its eight varieties of single- serve wine packaged in plastic cups some of the longest shelf lives in the 187 mL category: 15 months on reds and 12 months on whites, according to the company. (The average life expectancy for the cat- egory is about 12 months.) "But we thought if we could create an elegant format and actually put fine wine in it, we could reinvent the category." The Vini is offered in a proprietary red (primarily Napa zinfandel) and propri- etary white (primarily Napa/ Sonoma chardonnay), both of which are blended by Fraser's winemaker. "Sin- gle-serve, exclusively for the delivery of fine wines – that's what sets us apart," s a i d F r a s e r, a d d i n g t h a t The Vini wines are meant to be poured into a glass and enjoyed as one would fine wine poured from a 750 mL bottle. "Sommeliers can open it like a bottle of wine at the table," she continued. "I feel like it solves a lot of problems. It's already mea- sured and priced accordingly, and consumers know what they're get- ting." The Vini, which hit markets in 2013, has also been popular with hotels that offer the wine as an in- room amenity. Priced at $6.99 to $9.99 retail and $12 to $16 on-premise, The Vini wines are competitive with the $40 to $60 per 750 mL bottle price range. + Wineries are elevating the 187 mL category with better-quality wines. + Packaging technology has allowed for smaller-volume wine containers to have a longer shelf life. + The latest in single-serve packaging makes on-the-go wine consumption more convenient, and even stylish. + Single-serve is also positioned for at-home use for those who want just a glass without opening a whole bottle. AT A GLANCE While single-serve wines of the past have had issues with shelf life, Copa Di Vino wines are said to last 12-15 months. Intended for quality-conscious wine drinkers, The Vini wines are priced higher than many single-serve offerings, at $6.99- $9.99