By Jon Bonné
Updated: 7:58 a.m. ET April 19, 2006
Just when we got used to wine in a box getting respectable, it’s been reinvented.
Three Thieves, a partnership of vintners Joel Gott and Roger Scommegna, and Charles Bieler of France’s Chateau Routas, knows something about packaging wine. Their jug wines — which kitschily evoked memories of low-grade plonk but improved on the wine in the bottle — were revolutionary when unveiled a couple years ago. Next came their 1-liter Tetra Briks, soft-sided boxes that could easily tuck into a crowded refrigerator and eliminated the need for all that glass.
Now they’ve shrunk their boxes. The Three Thieves 250-ml “bullets,” sold four to a pack, resemble elongated, narrow juice boxes with less severe edges. It’s nothing new to buy such a four-pack; mass-market brands like Gallo and Sutter Home have been doing it for years. (Sutter Home was the brainchild of Trinchero Family Estates, which has become a partner in the Three Thieves project.). But the new format offers both more wine — 250 ml, versus the standard 187-ml serving — and less waste.
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