The Italian Job Tulip

When the Dragons rejected James Nash's pre-filled and sealed Tulip wine glasses out of hand, ICB were quick to recognise the potential of the concept. The first evidence that ICB and James Nash were right came when sales of M&S's Le Froglet wines in Tulip glasses outsold all expectations.

Now ICB's popular entry level wine The Italian Job is to be made available in this revolutionary serving format that looks like doing for wine what chilled ready meals did for convenience foods.

The Italian Job Tulip is made from high quality food grade PET. The wine is sealed below a layer of inert nitrogen and with a peel off plastic backed foil top lid, to maintain wine quality and give shelf life of over a year.

Lightweight, convenient, shatterproof, easy to serve and carry, the Italian Job Tulip is making waves everywhere: from music concerts to domestic BBQ's, from festivals to alfresco parties and from outdoor events to picnics in the park, from ferries and trains where customers love its non spill, easy-to-handle qualities, to pubs, bars and nightclubs where smoking legislation has increased demand for wine that can be safely served outside.

ICB MD John Mills comments: "We believe that the Tulip concept is exactly what many customers and consumers are looking for. This is a brilliant value added concept and will revolutionise the single serve wine offering. This is an occasion and packaging led format that appeals to consumers who want convenience and a pleasurable wine drinking experience. Who wants to drink wine from a cardboard cup or a flimsy plastic beaker at an outdoor sporting or musical event?

"The Italian Job Tulip wines are light and easy to drink and really quaffable – perfect for daytime or early evening drinking. Outdoor events are growing in popularity and the consumer gets a pleasurable wine drinking experience from a Tulip "wine glass". We are even finding that people are taking the empties home presumably to use on outdoor occasions such as picnics and BBQs!"

The Italian Job Tulip is available in three variants: Sauvignon Blanc (12% abv white), Sangiovese Merlot (11.5% abv red) and Sangiovese Rosé (11% abv rosé).

RRP = £3.50 - £4.00 per Tulip in On Trade.
RRP = £2.25 per Tulip in Off Trade.

Source: ICB

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