Australian export case study
A unique Australian invention – wine in a can – is taking off in India where it has been requested by the hotel sector.
Melbourne-based Barokes Wines spent a decade researching and developing this product. Globally patented as Vinsafe™, this technology is the only recognised can packaging system anywhere in the world for premium wines.
Barokes Managing Director Greg Stokes said that the idea of putting quality wines into cans came about when a glass bottle of wine accidentally fell into a Jacuzzi at his home, almost breaking.
“I could see that there was a market for wine packaged into containers that would not break,” he said.
So, in 1996, research commenced on alternative packaging which included technical research, wine construction, and test packaging of the wine.
The resulting Vinesafe™ technology, which took five years to develop, has now been granted patents all over the world.
Wine on the move
“A number of market sectors are adopting the Barokes range because it presents a solution, rather than being just another wine product,” said Mr Stokes.
“Hotels and airlines, in particular, are finding that the packaging for ‘wine in a can’ has many advantages. The weight of a can is much less than that of a bottle, which is certainly an important consideration on an aircraft.
“Storage is also easier because the cans are stackable and take less room. Then, of course, with a can you’ve instantly solved the problem of glass breakage.”
Wines are top medal winners
Barokes Wines have won a slew of medals around the world at recent wine shows and competitions, including the 2008 International Wine Challenge in London, the 2008 San Francisco Wine Competition, and the 2008 Wine & Spirits Asia in Singapore.
Barokes’ wine is sourced from a number of wine growing regions around Australia, with the grapes grown to specification.
The wine is then carefully matured to achieve its peak then hermetically sealed in specifically-crated, internally lined 250ml cans.
Sales into India
Barokes Wines are breaking down doors all over the world at the moment. Mr Stokes said he is particularly pleased to get sales of ‘wine in a can’ up and running in India.
“It’s an interesting market with a lot of potential in the hospitality sector.”
Mr Stokes said that doing business in India means that Australian exporters need to have patience.
“You need to allow for long lead times and, at the moment, India is flooded with companies trying open markets, so you also have to be sure that you choose the right partner who is able to make your product work for both companies – the Indian and the Australian.”
In India, Austrade assisted Barokes in finding an appropriate importer / distributor for ‘wine in a can’.
“Ramakrishna Dastrala, Austrade’s Hyderabad Business Development Manager, has been a great help in getting this export off the ground,” said Mr Stokes.
“Ramakrishna was instrumental in putting us in touch with Bommidala Enterprises, who are now selling Barokes in India, and he also assisted us enormously in helping to finalise the first shipment of our product to the Marriot Hotel, our first Indian customer.”
Comapny information
Barokes Wines
100 Market Street
South Melbourne VIC 3205
Tel: +61 3 9684 7277
Fax: +61 3 9690 8114
www.barokes.com
http://wineinacan.com
July 2008
www.austrade.gov.au/mediacentre
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