Waitrose’s ‘Virtue’ Shipped in Eco-Friendly Tanks
June 7, 2009 by Liz Lewis
British supermarket chain Waitrose is introducing a new wine brand, Virtue, that’s making waves in the wine world and it has nothing to do with taste or quality. Rather, it’s the method of launching that has attracted all the attention.
Originating from the Central Valley in Chile, two Virtue wines are being shipped over to England in eco-tanks instead of bottles. The 24,000 litre recyclable tanks hold the equivalent of 32,000 bottles of wine. According to Waitrose, shipping the wine this way saves 47 tonnes of carbon emissions per year.
But that’s not the end of it. The wine will be eventually be placed into bottles that consist of 60% recycled glass.
This is a green idea, which is both practical and will provide a real contribution to lowering Waitrose’s carbon footprint.
Besides that we wine tipplers can feel really virtuous when sip from a Virtue wine.
Every supermarket should be doing this
I tried this for the first time last night and I have to say that it was a really decent glas of wine – much, much better than your average £3.99 bottle of plonk! I will definitely be buying again, and writing to all the other big supermarkets asking them why they aren’t doing the same.
Now Im just waiting for the red! Tum tee tum….