Leaders in wine packaging launch an unexpected twist

An unexpected twist has hit the South African wine industry in the form of a new packaging solution called HELIX.

The concept, pioneered by Amorim Cork and O-I glass manufacturers, is a ‘twist to open’ cork closure aimed at the still wine segment, and is the first innovation of its kind to be developed globally.

The concept was officially introduced to the South African wine industry today, with a launch at the internationally-attended Cape Wine signalling HELIX’s arrival in the Southern Hemisphere.

joaquim cork e1442472882237 Leaders in wine packaging launch an unexpected twistJoaquim Sá, Managing Director of Amorim South Africa, said: “The dynamic nature of the South African wine market has throughout history stimulated producers to deliver cutting-edge, innovative products – not only in terms of wines and styles, but also with regards to packaging and closures. This is why South Africa is the ideal platform to launch Helix to the New World, and we are confident the market here will be as enthusiastic about this product as we are.”

 

The new ‘twist to open’ concept combines an ergonomically-designed stopper made from cork and a glass bottle with an internal thread finish in the neck, creating a high performing and sophisticated wine packaging solution. HELIX combines all the benefits of cork and glass – quality, sustainability and premium image with user-friendly, re-sealable convenience.

Helix is the result of a four-year partnership between Amorim and O-I, during which both companies drew on their respective innovation capabilities and expertise in serving global wine markets, gained from a heritage that stretches back over a century.

Antonio Amorim, CEO of Amorim, speaking at the launch in Cape Town, indicated his excitement at offering the consumer a solution which combines modern functionality with the ancient tradition of enjoying wine bottled under cork. “There is a romantic connotation with wine, and it is important to preserve that association, this is important for the consumer and therefore essential for wineries competing for attention in a very competitive and cluttered market,” he said.
HELIX can quickly and easily be implemented by wineries with only a minor adjustment to the existing filling lines. In South Africa wine specialist company Vinimark has launched the first local wine bottled under the new closure, its Krone Chardonnay Pinot Noir 2015. This wine will be available under a sophisticated foil-wrapped HELIX closure, a move which Joaquim Sá, Managing Director of Amorim South Africa, believes will give the product an edge in the local popular premium market segment.

“HELIX meets consumers’ growing desire for sustainability and quality, while delivering the brand building and premium image packaging wineries rely upon,” added Sá, “We are offering the market not only a 100% renewable, modern product, but also a solution that enhances the wine drinking experience through opening and resealing convenience.”

In extensive testing conducted by Amorim and O-I, wine packaged in HELIX glass bottles with cork stoppers showed no alteration in terms of taste, aroma or colour. As part of the development process, market research in France, UK, USA and China revealed great consumer acceptance of HELIX for fast turnaround and popular premium wines. In addition, consumers also appreciated retaining the festive ‘pop’ associated with opening a bottle of wine. For more information on HELIX, visit www.helixconcept.com