Wines and Spirits for the Single-Serving Lifestyle

New York, NY (PRWEB) August 31, 2005

The demand for on-the-go products has increased greatly in the recent past, as people are traveling more than ever, and multi-tasking has become a standard aspect of the day. The relatively new ‘single-serving’ alcoholic beverage category is steadily growing and gaining popularity with products such as Floot sparkling wine in a can, Australian versions of wine in a can, single serving pre-mixed drinks such as Cocktail by Jenn (cosmopolitans, apple martinis, etc.) and wines in a box. Though the category has been popular for years in Europe and Japan, it is finally now that these products have become more widely available to the US consumer. The benefits of lower shipping costs, greater portability and more exciting graphics make this alternative packaging attractive to producers as well as consumers. The new category also introduces a newer, emerging group of drinkers to the wine and champagne market, namely a younger, trendier, edgier crowd. Moët & Chandon, a brand name amongst the most respected and traditional champagnes, seems to be on this trend with their newest marketing for Nectar Imperial, in which they target the cosmopolitan, hip, club-going scene of people, and introduce a new and fun ways to drink bubbly “on ice,” claiming this as, “The new way of drinking Champagne.” The latest trends in New York, Los Angeles, and all across the globe include the transformation and makeover of champagne and wine products.

Floot wine was launched into the New York City and Boston markets in February 2005, marking the beginning of a new era for both local and global wine drinkers. Created by Strong Brands, LLC founder, Michael Kanbar, Floot is a 6.3 oz single-serving sparkling wine in a can, designed to be tasty, refreshing, portable and fun. A specially formulated blend of domestic wines delivers a semi-dry, fruity yet non-sweet taste, much like nice champagne. Floot’s use of packaging to change and enhance the ordinary means of drinking wine, specifically sparkling wine, is what makes this product predominantly noteworthy. With an emphasis on portability and spontaneity, Floot fits neatly into the emerging category of the “single-serving.” It is designed to be sipped right out of the can via the yellow bendable straw which comes attached to the body of the can. The need for glass, openers, and any other drinking implements is virtually eliminated, and this “champagne” is ready on a whim.

Since its introduction to the wine and spirits scene, Floot has become popular amongst the cosmopolitan, sophisticated club-goers in cities such as New York and Boston, along with younger crowds who do not typically order wine products. Because of its nature as a chilled sparkling wine, Floot has also worked its way up in becoming one of summer’s most refreshing alcoholic drinks, especially in resort towns such as The Hamptons, Cape Cod and the Jersey Shore. Though its packaging in a can may initially strike traditionalist wine lovers and drinkers as unconventional, the benefits that come with a can of Floot are new and matchless, including its sheer portability (which allows one to go places where glass is not practical or allowed, like the pool, beach and boats) and its refreshing, crisp taste. Furthermore, because each can of Floot is a single serving, the on-the-go consumer who craves champagne but does not wish to drink a whole bottle is finally catered to and provided for.

One of the consumers’ biggest concerns is whether the product will absorb the taste of the metal from the can, but new technologies in can production and lining have eliminated this problem and have greatly increased shelf life of the product. Floot is acclaimed by Packaging Digest as a highly successful packaged product (featured in the July 2005 edition), as the article highlights the importance that, “the can is lighter and more portable than glass, chills faster and can be easily crushed when empty. From a retailer standpoint, it costs less to ship aluminum containers than glass, and aluminum is easy and cost-effective to recycle.” The interiors of the cans are lined with a polymer coating to protect the integrity and taste of the sparkling wine, while preventing any interaction between the can and the drink. The can is recyclable and easily crushed, and because the graphics are printed directly on the can there is no need for an additional label, eliminating potential waste.

Floot is sold at liquor stores in single cans or 4-packs (each 4-pack is equivalent in volume to a regular 750 ml bottle of champagne) at a suggested retail price of $ 3.99 per can or $ 15.99 per 4-pack, and at bars and clubs where the prices may vary. Floot is also available online at http://www.grandwinecellars.com where they are offering an introductory special of free shipping and handling. Floot will be rolling out nationally in selected markets over the next twelve months.

Visit our website at http://www.flootwine.com for more information, news, press, party photos and register with us to receive special offers and gifts. Contact us at info@flootwine.com, or call Strong Brands at (212) 691-6666.

Press inquiries: Hi-res product shots, copies of other articles on Floot and the category, samples, interviews and further information are available by contacting:

Strong Brands, llc

Michael Kanbar

212-691-6666

press@flootwine.com

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