The risk of shipping wine in warm weather just got eliminated with what may be a perfect wine shipper solution. Here are my three tests for defining "perfect" for a wine shipper:
- Does it keep wine at optimal temperatures during shipping (even for an extended period of time such as when shipping ground)?
- Is it cost-effective?
- Is it eco-friendly?
WineAssure from New Vine Logistics
The product which scores "yes" answers on all questions is called WineAssure, which was developed at the initiative of New Vine Logistics (NVL), the leading company in fulfillment of direct-to-consumer wine shipments. I spoke to NVL's CEO today, Katie Hoertkorn, to ask her a few questions about the product which was announced in a press release last week.
How it works
- Wine is packed in a regular wine shipper including pulp insert and box.
- This regular shipper is then placed inside a larger box and is surrounded on all sides by frozen WineAssure packs and a layer of further insulation (see photo above).
The WineAssure web site states:
"WineAssure guarantees that the wine does not exceed 70 degrees Fahrenheit or fall below refrigeration level (35 degrees Fahrenheit) over a five day period, regardless of exterior temperatures."
The chart below illustrates the relationship between external temperature and bottle temperature (note the initial decline in temperature is due to the frozen packs). External temperatures vary because of the typical handling of a case of wine by common carriers as it is moved through their logistics system and different geographies.
NVL spent several years trying various solutions and this is the first to meet their design specification. This particular effort has been in the works for 9 months. NVL's desire for a solution was stimulated by the growing volume of NVL's wine shipments for wineries that have to be put on weather hold in the summer months (36,756 orders in 2007 alone). NVL will launch the use of the product (initially a 2-bottle shipper only) on March 1, 2008 and is introducing 4, 6, 12, and magnum-bottle packages within another few months.
Costs and the larger picture
The cost of WineAssure packs for a two-bottle box is currently $15. To this, one must add the cost of the shipper with pulp insert. However, pricing for 12-bottle packs is not expected to be significantly higher. Moreover, prices are expected to come down as volume ramps. There's also the possibility of lower average costs because the WineAssure packs are reusable. According to NVL's CEO, the WineAssure packs should last at least 5-6 shipments. That's why NVL is offering to pay for the return shipping.
But evaluating WineAssure solely on the packaging costs would be a mistake. Consider your savings by shipping ground versus overnight A.M. delivery for a case of wine from San Francisco to the Northeast. The difference is almost $75 using our highly discounted Fedex rate schedule (although this spread would be marginally lower given the greater weight added by the WineAssure packs). From the consumer point of view, you also protect the value of what may be an expensive wine purchase and obtain your purchase without delay.
Eco-Friendly
As the WineAssure site states:
"The packs contain a water and salt-based solution that is completely non-toxic, non-caustic, and degradable. The insulation is mineral-based and breaks down to is original materials within hours of being composted or buried."
It sure beats Styrofoam!
Availability and implications for wine collectors
Initially, NVL is offering the WineAssure packaging only to its own winery customers. No doubt it will help NVL gain market share in the winery fulfillment business. But my selfish reason for being excited is that we've been exploring such a solution ourselves at Vinfolio for our retail wine shipments. NVL's CEO indicated that making this packaging solution available to retailers was under discussion but their clear priority is ramping up their own use first. I suspect many retailers will be interested but others may find it cumbersome to deal with freezing packs and the extra labor costs involved in packing shipments.
Still a skeptic?
As this has been a difficult problem to solve and has frustrated many wine collectors for years, many of you will want more proof in the form of additional test shipment data such as the chart above. For example, what if the external temperature were at a sustained high level for 5 days? I'm sure more such data will be made available as more of NVL's customers evaluate using WineAssure.
Bottom line: WineAssure may be the Holy Grail of wine shipper solutions for wine collectors. Kudos to New Vine Logistics for pioneering this solution.
