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January 2003
Healdsburg, CA – Tincknell &
Tincknell were retained by Black Box Wines, LLC, to
assist them with marketing and sales for the startup and
launch of packaging high-quality, vintage-dated wines
from fine wine appellations. Black Box Wines will
release the inaugural 2001 Napa Valley Chardonnay in
their signature black three-liter box to the Northern
California marketing in January 2003.
Since the company startup in July 2002,
Tincknell & Tincknell has assisted founder Ryan Sproule
and Black Box Wines, LLC, with consultation in the
concept, packaging design, taste profile and product
development, operations, general marketing, public
relations, and sales.
Black Box Wines is breaking convention
by releasing America's first, high-end, super-premium,
boxed wine. In January of 2003 Black Box will launch a
2001 Napa Valley Chardonnay in their signature black
three-liter box, which is the equivalent amount to four
regular bottles of wine. Unlike the inexpensive boxed
wines currently found in the US market, Black Box Wines
will release high quality, vintage-dated wines from
California's premier wine-growing regions, known as
appellations. Throughout Europe and Australia boxed
wines are accepted among wine drinkers as a good deal;
the savings from not buying costly bottles are passed on
to the wine drinker who gets a better wine at a better
price. Europeans and Australians have acknowledged that
a box is better for fine wines crafted to be enjoyed
immediately. The suggested retail price of the Black Box
2001 Napa Valley Chardonnay will be $24.99 or the
equivalent of $6.25 per bottle. A comparable a wine of
similar quality would likely retail for about twice the
price.
Besides price, Black Box has other key
advantages over bottled wine. The wine comes in a
vacuum-sealed bag inside the box that deflates when
poured, preventing oxidation that spoils bottled wine a
few days after opening. There is no glass, reducing
transportation costs and breakage. The box is easy to
open by consumers, requiring no corkscrew or additional
tool. Since there is no cork there is no possibility of
cork taint.
The inaugural release of Black Box Wines
will be in California, though the company plans on
developing national distribution. Further vintage-dated
appellation varietals, including red wines, are planned
for national release in early 2003.
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Tincknell &
Tincknell are specialists in innovative wine
packaging, from single-serves, to boxes, to
Tetra-Paks, to aluminum bottles, to plastic
bottles, to goat skins. We were at the cusp of
the innovative wine packaging movement with
branding, start-up assistance, marketing, and
the sales launch of Black Box Wines. When it
comes to packaging, no idea is out of the
question at T&T.
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Tincknell & Tincknell was founded in
1997 with the recognition that the wine industry needed
expertise in applying new economic business models and
technology to compete in the burgeoning global wine
industry. Located in Healdsburg, Sonoma County, T&T
offer services and consultation in business, marketing
and branding strategies; direct, internet and national
sales strategies; packaging and web site design; media
relations strategies; and information systems and
technology management strategies.
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