Hilversum, November 3, 2022

TUBES – Wines & Spirits by the glass, the Dutch company that specializes in bottling wines and spirits in single serve glasses and recycled plastic tubes, opened a new location in Napa, California in October 2022. This latest expansion brings the modern packaging solution to the US market across the gift, travel, sampling and retail sectors.

The brand has been spoken highly of by key industry players such as Rudy Ruiz, strategic advisor of TUBES and former CEO of Bacardi USA, “after 30 years in the industry, I'm excited to see innovation thanks to such a new formula. TUBES allows manufacturers and retailers to differentiate their approach and offer products to the modern consumer through unique tasting experiences.”

A solution developed for an evolving sector
Because in the world of wine and spirits nothing is more important than taste, TUBES offers a resourceful marketing tool for tasting. With one bottle of wine or spirit, brands can reach 7 to 14 customers, increase brand awareness while significantly reducing their waste, costs and carbon footprint.

“This is my favorite innovation of the pandemic,” said Laura Catena, Managing Director of Bodega Catena Zapata. “We created a set of 5 crus for our Adrianna Vineyard 'Vinos de Parcela' that allowed us to tell the story behind the wines during a short 15-minute tasting.” “We are honored to have earned the trust of such iconic brands like Catena Zapata,” says TUBES CEO Edwin Blom, “and we look forward to providing them with the resources to expand their tasting room to the people At home."

Other recognized companies such as VINEBOX, Concha y Toro, Treasury Wine Estates, Vivant, Constellation Brands and Diageo have partnered with TUBES to create entertaining and interactive tasting experiences to connect with their consumers. “The collaboration with TUBES gives us the opportunity to offer high-quality trial experiences worldwide in a webinar formula. Their full-service operations have allowed us to present rare and exclusive wines, including old vintages, at perfect levels of quality directly to consumers around the world,” said Patrick Sauze, Director of Business Development, Robert Parker Wine Advocate.

The ability to add QR codes to the tubes allows more information to be shared through unique storytelling and experiences, bridging the gap between brands and their target audience both on and offline. “In America's three-tier system, direct consumer contact is something brands will love,” Ruiz says

Advanced technology for quality maintenance
Since 2015, TUBES has developed the knowledge, expertise and machinery to rebottling alcoholic beverages in glass and recycled plastic tubes, ensuring the highest level of quality and excellence.

The US facility will have the capacity to bottle up to 20 million tubes per year using proprietary technology designed to preserve the quality of wines and spirits. The products will be bottled in a completely inert environment to avoid any influence of oxygen. This process aims to preserve the organoleptic qualities and flavor palette of each bottled drink.

The production facility will operate according to GFSI and organic certifications and will include a quality laboratory where specialized technicians perform extensive quality analysis before, during and after the bottling process.

TUBES' recent expansion will bring this innovative solution to the U.S. market and continue to deliver numerous benefits to producers, retailers and consumers without compromising the quality of the finest wines and spirits. “In a very competitive sector
With unlimited choices for consumers, we saw an opportunity to scale up the age-old tactic of tasting, but with a modern twist,” says Edwin Blom, “We are excited to finally serve the US divisions of all the great brands we work with have worked together.”

New CFO
TUBES and CFO Olav Hinke have said goodbye to each other. Hinke will continue his career elsewhere. A vacancy has been advertised through Top of Minds Executive Search. A message will be shared once a new CFO has been hired.

Edwin Blom I CEO