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Constellation’s Round Theory breaks wine bottle convention

Constellation Brands has launched a premium New Zealand wine range called Round Theory, featuring unique-shaped glass bottles designed for eco-conscious wine lovers.

The new Round Theory range consists of four varieties – Rose, Sauvignon Blanc, Pinot Gris and a White Field Blend. Different to usual wine bottles, Round Theory’s bottles are made from clear glass and features a squat, curvy shape. The bottle, which is 30 per cent lighter and 35 per cent shorter than traditional bottles, is a sustainable packaging solution to improve recyclability and lower the brand’s carbon footprint.

The company said the launch of Round Theory is to meet the increasing demand for environmentally conscious products and to encourage consumers to “drink sustainably”.

“Sustainability needs to be high on the agenda for everyone this year as consumers are increasingly demanding more ethical and environmentally responsible behaviour,” said Rowan Dean, VP commercial development at Constellation Brands Asia Pacific.

“The Round Theory wine range has been created for people who enjoy delicious and quality wine but want to ensure their purchase decisions are also positively contributing to our planet.”

The wine selection is sustainably grown and sourced from Sustainable Winegrowing New Zealand (SWNZ)-accredited vineyards in Marlborough and Hawke’s Bay. In addition, the brand’s packaging is made from 100-per-cent recyclable aluminium and plastic materials with the back and front labels made from Forest Stewardship Council-certified paper.

Round Theory is available in Australia at Dan Murphy’s, BWS, Liquorland and First Choice Liquor Market nationally at RRP $23.

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