The latest example of this is the 10:10-branded 'green bottle', which French producer Joseph Mellot have chosen to launch their new Sauvignon Blanc.
Weighing in at just 58g, Joseph Mellot's creation is by far the lightest and toughest proper wine bottle ever made, which makes transporting it easier, cheaper, and a great deal greener.
The secret?They ditched heavy, energy-intensive glass in favour of an ultra hi-tech plastic. This miracle material is not only virtually unbreakable: it's also specially designed with UV and oxygen blockers to keep the product at its best for much longer than normal plastic.
The green bottle is exclusive to Joseph Mellot's 2009 Sauvignon Blanc for now, but you can expect to see it popping up all over the place before too long.
Way back in the week after our September 1st launch we received an email from the lovely Andy at Mistral Wines, Joseph Mellot's UK distributor. “It is with great interest,” he wrote “that I have discovered your campaign both personally and professionally.”
It transpired that Joseph Mellot was developing a special plastic bottle for the launch of their new Sauvignon Blanc. The aim was to overcome the 'cheap' reputation and short lifespan that had held back plastic wine bottles in the past, and spark an industry sea change comparable to that ushered in by the humble (and once much-mocked) screw cap.
Andy thought that the massive carbon benefits of the new bottle made it a perfect fit with 10:10's aims, and that we could work together to educate consumers.
Knowing nothing about wine (except that it tastes good after a hard day's 10:10ing), but being an enthusiastic bunch we wrote back to Andy and said “Yey, go for it!” Then, we must confess, promptly forgot all about it until Andy resurfaced a few weeks ago with a case of handsome green bottles, the offer of a tasting and a great story of collaboration.