A rose by any other name still smells as sweet, but does wine purchased in environmentally friendly paper cartons taste as good? The LCBO is convinced it does. Indeed, the beverage organization is so sure the wine industry will eventually move to packaging besides traditional glass bottles, it has been lobbying vintners to make Ontario a test market.
Earlier this year, French winemaker Boisset responded by selecting the province for the debut of its new line of premium French Rabbit wines, packaged in Tetra Pak containers. Tess Michelis, marketing manager at Corby Distilleries, which distributes French Rabbit in Ontario, worked with representatives from Boisset, LCBO, and Tetra Pak to create an appropriately upmarket tasting event at the swanky Le Royal Meridien King Edward hotel.
Tasting stations set up in the Palm Court banquet room flanked a multitiered, gold-coloured shelf that displayed containers of the wine and gold-coloured wooden rabbits, reflecting the color of the packaging. The tops of the shelves were covered with grass-apparently to make the rabbits feel at home. Decor & More decorated the space in bright pinks, oranges, and greens, also reflective of the packaging. The French Rabbit name was prominently displayed on uplit black metal columns from Royal Encounters.
After the official product unveiling, staffing company Moxie served samples of the wine to members of the media and other guests.
—Robyn Small
Earlier this year, French winemaker Boisset responded by selecting the province for the debut of its new line of premium French Rabbit wines, packaged in Tetra Pak containers. Tess Michelis, marketing manager at Corby Distilleries, which distributes French Rabbit in Ontario, worked with representatives from Boisset, LCBO, and Tetra Pak to create an appropriately upmarket tasting event at the swanky Le Royal Meridien King Edward hotel.
Tasting stations set up in the Palm Court banquet room flanked a multitiered, gold-coloured shelf that displayed containers of the wine and gold-coloured wooden rabbits, reflecting the color of the packaging. The tops of the shelves were covered with grass-apparently to make the rabbits feel at home. Decor & More decorated the space in bright pinks, oranges, and greens, also reflective of the packaging. The French Rabbit name was prominently displayed on uplit black metal columns from Royal Encounters.
After the official product unveiling, staffing company Moxie served samples of the wine to members of the media and other guests.
—Robyn Small
Uplit black metal columns displayed images of new packaging for French Rabbit wine introduced by French winemaker Boisset and its Canadian distributor Corby Distilleries during a media launch at Le Royal Meridien King Edward hotel.
