The FLASQ – It’s What’s Inside That Counts
February 1, 2011
It’s funny, I had a dream a few nights ago that someone was trying to sell me a wine that was packaged in a polystyrene bottle. I woke up the next morning and read this story!
The FLASQ (produced by JT Wines) however is not packaged in polystyrene, but aluminum (which by the way I still pronounce al-u-min-e-um). The FLASQ is the first domestic wine to be sold in quick-chilling, 100 percent recyclable 375ml aluminum bottles, which yield about 2 glasses.
Now don’t get me wrong, I don’t see the humble glass bottle going anywhere anytime soon, but there are obviously numerous benefits for aluminum bottles. Aluminum chills five times faster than glass bottles and stays cold longer; offers shatter-proof packaging; and preserves taste from barrel through to consumption. The aluminum bottles and screw caps used for the FLASQ product line are also 100 percent recyclable.
In the U.S., aluminum cans are recycled at over twice the rate compared to plastic and glass packaging, JT Wines notes. “Additionally, compared to glass, the carbon footprint of aluminum bottles is reduced by 35 percent due to a lighter case weight in shipping,” the company says.
It goes without saying that JT wines are marketing the FLASQ at Millennial’s.
My Thoughts on the FLASQ
Let’s not kid ourselves, anyone who is trying the FLASQ for the first time is going to have very low expectations about the wine. For that reason, I really hope the wine is palatable. If you are going to be the first to do something, (in this case the first wine packaged in 100 percent aluminum), your product better be at least half-decent!
From what I have already seen, the reviews have looking good. I think it was a wise move to go with a Monterey Chardonnay and a San Luis Obispo Merlot, rather than generic California labels.
In all honesty I have high hopes for the FLASQ. I can see it being widely used at sports/music events or being taken to the pool / beach. Will the FLASQ make it on the list at Bern’s Steakhouse? No, probably not.
I do think JT Wines need to expand the FLASQ product line a little though. It’s still early days for the company, but if they are going to have a large scale success, they need to not only explore California, but also brand out into South American and European wines. They need a Malbec (from Argentina), a Californian Red Blend, German Riesling, New Zealand Sauv Blanc, and a couple of Sparkling wines (Prosecco would be a good fit). Maybe even a Spanish Albarino and Argentine Torrontes, perfect crisp and refreshing poolside/beach wines. If they have any sense, they will also offer a unoaked Chardonnay, and really play up the “metal” thing. They also all obviously need to be great value, whilst not compromising taste.
I would also recommend that if JT Wines are going to expand their product line on the FLASQ, they need to GET ON IT QUICK! There 101 other wine companies with more cash and wider distribution that are going to be biting at the heels of the FLASQ.
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