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Journey's End and Interpunkt launch paperboard wine bottles

Stellenbosch winemaker Journey's End has launched a pioneering range of wines in paperboard bottles in partnership with new wine brand Interpunkt. 

The W.O. Western Cape Sauvignon Blanc and Shiraz, produced by Journey's End Vineyards, will come in bottles fitted with 100 per cent recyclable paperboard outers. The bottles are estimated to weigh five times less and have a carbon footprint six times lower than an average glass wine bottle.

Interpunkt was founded by Andrew Ingham, an international wine buyer with 20 years' experience in the on- and off-trade in Australia, Germany, North America, Asia and the UK. The company aims to make wine more accessible, engaging and inclusive, particularly by removing excessively technical language from labels that could intimidate or put off wine newcomers or occasional drinkers. 

The company chose to partner with Journey's End not only for its award-winning wines, but also because of its sustainable and ethical accreditations: it is a founding member of the Sustainable Wine Roundtable, a winner of numerous 'green business' awards, and was the second winery in South Africa to covert to solar power.

Of the new range, Ingham said: "All too often, wine brands are talking and selling to one group only: the wine engaged. They talk in a unique and specific wine language that only a minority understand. Yet, the biggest group of wine drinkers are new to wine, occasional wine drinkers, or unengaged. This is 68 per cent of consumers.

"By introducing wine drinkers to a new brand in forward-thinking packaging, which also prioritises trusted, ethically and sustainably sourced grapes, I believe we can show people that good wine is for everyone, whether you know a lot about it or not. It is for sharing and enjoying, and not taking yourself too seriously while doing so."

Rollo Gabb, managing director of Journey's End, said: "Sustainable wine production is at the very heart of what we do at Journey's End, and we are constantly striving to make improvements. As such, we are hugely excited to be working with Andrew on this project and producing wines in a paperboard bottle for the first time.

"Not only is the sustainable story of the paperboard bottle hugely compelling, but the creativity of the co-branding of Interpunkt with Journey's End allows us to continue to build on our conversation with environmentally minded consumers."

Journey's End x Interpunkt wines will be distributed by Bibendum and available in selected retailers later in 2022.

5 July 2022 - Bethany Whymark