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The impact of bottle design on the assessment of the wine

Castles…High class…Dreamlike when you see how lovingly it was produced… Warmth…Precious…For connoisseurs…A wine with character…A rounder bottle, made with very heavy glass…A full aspect…The sun…More modern…more esthetic…A very harmonious bottle…Patterned glass… Engravings…Made to stand out, whilst in keeping with tradition…Height brings value…From a grand cru to a nice little Bordeaux…A very full-bodied wine… More masculine…More character…Good with shoulders…Literary…Classier when aged…All the more beautiful because it is not seen…An average, common-or-garden Bordeaux…If the bottom is flat I’ll leave the bottle…Beautiful table…Balanced… Classic…Refined…Traditional…Jolly…A wine for pleasure…Very beautiful… Innovative…Stands out…A better quality wine…My favorite…The clearer the glass, the less classy it is…Not in keeping with tradition…Reliable…Abenchmark… Probably the best as it is the deepest…A simpler wine which doesn’t need to be stored…More feminine…The overall shape gives an idea…Solid…A safe bet…Family tradition…Reference…Gives the impression of a better wine…A better finished bottle… Heavier and therefore better quality…Like a mink lining…Nice…Young…Fun…More precious…More personality…Good soil… Vine-colored…An exceptional wine…A great Burgundy…Nicely proportioned… Côtes du Rhône…Beaujolais…visible to the naked eye…Want to taste it…

www.aromate-communication.com

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A way of life, a way of thinking

Don’t put new wine into old bottles. Drink like a fish. Drink you under the table. Drive you to drink. In the drink. You can lead a horse to water but you can’t make him drink. In wine is truth. Wining and dining. You’ve got a lot of bottle. Don’t bottle things up. Wet the baby’s head. Cheers ! Water is for washing and wine is for drinking. Wine is fine but liquor is quicker.Don’t put new wine into old bottles. Drink like a fish. Drink you under the table. Drive you to drink. In the drink. You can lead a horse to water but you can’t make him drink. In wine is truth. Wining and dining. You’ve got a lot of bottle. Don’t bottle things up. Wet the baby’s Cheers ! Water is IPSOS head. – O-I consumer survey for washing and wine isSeeing for drinking. Wine is fine is believing but liquor is quicker.Don’t put new wine into old bottles. Drink like a fish. Drink you under the table. Drive you to drink. In the drink. You can lead a horse to water but you can’t make him drink. In wine is truth. Wining and dining. You’ve got a lot of bottle. Don’t bottle things up. Wet the baby’s head. Cheers ! Water is for washing and wine is for drinking. Wine is fine but liquor is quicker.Don’t put new wine into old bottles. Drink like a fish. Drink you under the table. Drive you to drink. In the drink. You can lead a horse to water but you can’t make him drink. In wine is truth. Wining and dining. You’ve got a lot of bottle. Don’t bottle things up. Wet the baby’s head. Cheers ! Water is for washing and wine is for


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Wine, a set of universal values and pleasures

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[George McGuire, red wine drinker, O-I survey]


Editorial

The main feathures of the wine bottle

Warmth, sharing, tradition, and cultural experience… Whether a wine lover, an epicurean or a connoisseur, wine reflects universal values and enjoyment. At the core of this voluptuous, seductive universe, the bottle conveys its own specific message.

The findings? The positioning of the wine bottle results from a complex combination of multiple factors linked to status, regional designation and brand. Each of the bottle’s features represents a set of values that must be carefully juxtaposed according to the wine and its consumer. In France, wine bottles are not generally identifiable at first glance, except for the Bordeaux bottle which stands out in relation to the others. In the UK, the superior quality of French wines is unquestionable although, due to their high cost or unavailability, they are often bypassed in favor of New World wines, which are easily recognizable and considerably cheaper.

The findings are unanimous: regardless of nationality, consumers spontaneously notice certain aspects of the bottle but overlook others, although they all are quite visible. An unexpected example where red wines are concerned was that the bottle systematically appears to be black. The color of the glass is therefore only of limited importance! As Oscar Wilde used to say: “You don’t need to drink the whole barrel to know the origin and quality of a wine!” Consumers have their own individual criteria when they choose a bottle of wine… Follow the guide!

Summary

To stay in step with its customers as the wine market evolves, O-I has launched a large-scale consumer survey in France and in the UK. Together with IPSOS, the international survey specialist, O-I has selected a panel of consumers representative of the French and British markets.

Ipsos Shape Color Height Shoulder Embossing Embossing positioning Neck Weight Punt Base Bottom Conclusion

p2 p4 p6 p8 p10 p12 p12 p14 p16 p18 p20 p22 p24 p26 bottle


O-I’s survey

The impact of bottle design on consumers The O-I survey held with Ipsos plays a strategic role in enabling us to determine the impact of the bottle on consumption. The study of each bottle detail helps us grasp its specific impact on the perception of the wine. By understanding the incentives underlying the purchase of a specific bottle, the O-I teams can provide their customers with unique market expertise. This cooperation enables winemakers to improve the standing of their products and to increase their market value. The market positioning of the wine must also be analyzed in terms of its status and regional designation (or appellation). Brands appear to be a distinct quality guarantee and this survey does not take this positioning into account.

IPSOS at a glance The top market survey company in the world. Number of employees: 3,466 Number of locations worldwide: 35 Number of countries where surveys are held: 100 Number of customers worldwide: 4,500 Number of interviews each year: 6 million

Evolving and innovating in order to become more appealing The survey provides precise information about consumers and the impact of the bottle and all its characteristics on them. It offers real possibilities to innovate and improve product offerings along with their associated positioning.

Interpreting the survey 2

The survey conducted with Ipsos involved occasional and regular consumers in Paris, Lyons, Marseilles, and London. In France, the analysis covers three segments: 25-35 year-olds, 35-55 year-olds and over 55 year-olds. In the UK, two segments are used: 25-39 year-olds and 40-59 year-olds.

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Susan, 29, Sales assistant.

Conical shape

Cylindrical shape

Bordeaux This shape symbolizes a move closer to nature and to the earth and makes a clear stand against mass production. Innovative and modern, it appeals to the youngest consumers and also to connoisseurs. It creates confusion among some consumers, however, who think it looks like a Bordeaux bottle although it isn’t.

Bordeaux In France, the cylindrical shape of the Bordeaux bottle remains a safe value: classicism, certainty of the region, but also evocations of the “chateaux” and of prestige. In the UK, the classical shape is reassuring but also seems lacking in originality and appeal.

In the UK, this shape is striking and appealing although men often prefer the traditional format.

Burgundy This is viewed by the French as the traditional shape, both reassuring and unremarkable. It does not, however, allow them to immediately distinguish the wine it contains.

Burgundy In France, the conical shape of Burgundy bottles is immediately equated with quality, but consumers are hesitant about its originality. They distinguish its association with the Burgundy region by deduction rather than spontaneously. It does actually seem more esthetic and lavish.

Conical

Slender or stout, elegant or robust, shape is an essential element of the bottle since both French and English consumers unconsciously associate it directly with the quality of the wine. The survey reveals that the Bordeaux bottle is very easily identifiable. It is immediately associated with high standards, high prices, and prestige. The Burgundy bottle, which does not have a specific shape, is less easily recognizable. Consumers have trouble identifying the wine simply from the bottle.

Cylindrcal

Shape

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If the wine is of good quality, the bottle should be elegant and distinctive but standard enough to be a safe bet.

In the UK, this is consumers’ favorite shape as it epitomizes the traditions closely associated with Burgundy wines.

Over 700 models…

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The number of standard and specialized models offered by O-I to bottle still and sparkling wines, reflecting the personality of the different regions and wines.


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With a more subtle color like the oak shade, the wine seems older and rounder

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Green color

Bordeaux Warm. Innovative. Esthetic. French consumers are full of praise regarding the oak color. Those who are less sure of themselves tend to associate it with factors outside the Bordeaux area, however. It is therefore somewhat difficult to use. In the land of Shakespeare, this is the preferred color because it is considered more refined.

Bordeaux It has given its name to a well-known color: bottle green. The traditional green color is a recognized standard and is therefore reassuring to those French consumers most afraid of making a poor choice. British consumers are surprisingly unfavorable to it because most of them find this bottle plain and boring.

Burgundy Reassuring, the oak color represents warmth and fertile soils. It symbolizes proper ageing and quality for most French consumers. Some targets nonetheless find it unsettling. It is very well-received by all British consumers, however.

Green

Oak color

Oak

Did you know that if the wine is red, the bottle seems to be black? In the store, the color of the bottle is actually hidden by the wine when the wine is red, and the consumer pays little attention to it. Once opened, the bottle’s color must simply be appropriate for the wine it contains to reassure consumers as to their choice. The lighter the color of the bottle, the less prestigious it is considered to be..

Dead leaf

Color

Robert, 57, bank clerk

Dead leaf color Bordeaux In both the UK and France, the dead leaf color is often misunderstood in Bordeaux bottles since it is neither traditional nor product protective. Its light color is seen as a sign of fragility and indicates loss of quality. Burgundy In the UK, this is seen as the traditional color for white Burgundies. In France, only older targets think of white wine and value this dead leaf color. For others, it represents plainness and tends towards the lower end of the market.

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Color magic…

Once molded, the bottles finally reveal their permanent color: green thanks to chrome, amber from iron, or blue from cobalt.


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Height adds value to the bottle, especially for a well-known wine

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Height

Brooke, 25, economics student

Bordeaux Great minds think alike, regardless of nationality. The height of the bottle carries immediate significance both in France and in the UK: a small bottle is appropriate for an insignificant wine, a large bottle for a grand wine.

Under 30 cm A bottle under 30 cm tall gives an impression of restriction, which is contrary to the generosity of wine. The short bottle therefore means poor quality in the eyes consumers.

30 cm The 30 cm bottle remains the great classic in the Bordeaux area – no surprises, but nothing distinctive either. The origin is clear, but the quality is indefinite.

Over 30 cm Bottles over 30 cm look down on the world and are attractive thanks to the quality they convey. Beware, however, because the Bordeaux area does not have exclusive rights to the tall bottle, which is also used in other regions. Consumers may, therefore, associate the bottle with a region other than Bordeaux, and turn away.

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After fusing the glass for 24 hours, blades are used to cut the golden flow, creating several hundred drops per minute that will each become bottles..


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When I buy wine, I have to find its packaging attractive. If an effort has been made with the bottle, one can assume an effort has been made with the product

Shoulders

Jane, 34, hairdresser

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Burgundy The shoulder itself does not affect the consumers’ opinions – it is the general shape that creates the bottle’s overall impression.

Rounded shoulder Bordeaux In France and the UK, this represents the tradition and quality of the Bordeaux region’s distinctive wines unanimously. This masculine trait suggests a wine of character.

Tapered shoulder Bordeaux The fleeting line of this shoulder creates unanimous doubt about the region and represents a loss of quality. In France, this bottle can be considered “attractive” and “refined”, however. It is appropriate for unpretentious wines consumed with simple meals. In the UK, it is generally shunned as it suggests a lack of character due to “drooping” shoulders.

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13.5 billion bottles…

The number of bottles produced by the 40 O-I factories in Europe, each year.

Rounded

Tapered


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I like bottles to be customized – it allows you to clearly identify where the wine is from, which is reassuring.

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Embossing

Andrew, 43, shopkeeper

Crests

Logo

Bordeaux In France, crests represent the splendor, privileges, and feasting of bygone days. In the Bordeaux region, they can create a real problem in identifying the wine. In the UK, they can be seen as adding a certain air of nobility, but often convey obsolete values. Burgundy Although the French like discreet crests on their Burgundy bottles, the British think they complicate the offering. They are nonetheless seen as legitimate when they represent a brand, which is a known value recognized by all.

Bordeaux In France, those whose purchases are motivated by the brand name are pleased to see the logo since it refers directly to the dealer. For others, it has an industrial connotation of over-rated poor quality wine. British consumers, on the other hand, enter the world of wine through its brand name and therefore appreciate the logo. Burgundy This is the favorite embossing for the British because it is a symbol of quality assurance and value.

Quality Indicators Bordeaux Consumers appreciate quality indicators when they allow them to identify a wine’s origins more closely and highlight the merits of a “good little wine.” Quality indicators are the most usual embossing found on Bordeaux bottles, in both France and the UK.

Seals Bordeaux Even if seals are popular on envelopes, they are not particularly relevant to wine and they deter consumers who reject them especially when made of glass or wax. Plastic seals are comparatively well-tolerated.

Burgundy Reassuring, old-fashioned, superfluous. Opinions are divided. Quality indicators are therefore a sensitive issue on Burgundy bottles. Only middle-aged targets appreciate quality indicators because they satisfy their thirst for knowledge.

100% recyclable…

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Made of natural constituents, glass is the only material which can be made of substances that are 100% recyclable an infinite number of times.


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A vertical base sits in a way that inspires confidence. It reminds me of ladies’ dresses – the more grandiose the event, the longer the dress

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Cathleen, 25, Architecture student, Single

Position of embossing

Embossing is seen as a secondary attribute. Although it may guide consumers in their purchases from certain districts, it does not always help in choosing a bottle. Notably for red wines – they sometimes hinder more than they help.

Shoulder Bordeaux In France, shoulder-level embossing remains the most traditional. It is a warranty of quality, but disconcerts the customer for wines from the Bordeaux region. In the UK, it is less well-appreciated than embossing on the body and base, which are seen as distinguishing signs.

Shoulder

Body Bordeaux Embossing on the body is generally seen by the French as a move away from Bordeaux traditions. They give the impression of a cheap wine in expensive packaging. Outside the Bordeaux region, it sometimes appeals to younger consumers. In fact, this is what the British prefer: quality, high price and class are evoked, especially among the youngest consumers.

Base

Body

Bordeaux In France, embossing around the base often goes unnoticed and does not attract attention, except in the special case of certain regional bottles. In the UK, it received mixed reactions: this is seen as extremely high class by some and as completely superfluous by others…

ISO 9000…

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Base

The awarding of ISO 9000 certification to all factories guarantees the quality level of the production, sales and marketing of our bottles.

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I much prefer the traditional neck with a cork. The screw top lacks class – it gives the impression of opening a cheap wine

Neck

Bruce, 40, plumber

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The neck represents an attribute which goes relatively unnoticed when following traditional standards. It is not a criterion in itself, although its shape influences the upper portion of the bottle, and therefore perceptions of the bottle as a whole.

Screw top

Cetie and Heritage neck

Bordeaux & Burgundy In the UK, this is rejected because it goes against the mental imagery that goes with wine and its rituals, being associated with beer or spirits instead. In France, it gives an impression of low quality when used alongside traditional codes. Consumers are extremely wary.

Bordeaux For both the French and British, Cetie and Heritage necks are indistinguishable. They correspond to what the consumer thinks is the rule for all bottles.

Flat necks Bordeaux 25-55 year-olds are often disconcerted by the sight of the flat neck bead of the Bordeaux bottle. It falls outside the safe territory of traditional wine imagery, except for connoisseurs. Burgundy Lower quality, small harvests, table wine… The flat bead diminishes the image of Burgundy bottles and the wine they contain, and represent a loss of quality.

Burgundy These are synonymous with habit, and consumers do not notice them in France. In the UK, the Cetie neck is considered to be the universal neck associated with rituals.

USA neck Bordeaux The USA neck clashes with traditions in Bordeaux where it is considered to be a cheapening factor. In the UK, it appears more appropriate to New World wines, except for younger consumers and connoisseurs, who often consider it innovative and more original. Burgundy This creates less of a problem than in the Bordeaux region. Reactions are divided: it suggests low quality or foreign wine for the young while older consumers are seduced by its modernity.

Square neck This only exists on Burgundy bottles and consumers tend to confuse it with the Cetie neck.

1.20 m…

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The height of the glass during fusion in O-I’s 82 fours, which run uninterruptedly, 24 hours a day.


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If it is heavy, heavy, a bottle seems of better quality and more reassuring, but it also appears more austere.

Weight

Mary, 52, teacher

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Contrary to what might be expected, weight is an integral part of the bottle. The magnitude it suggests is what plays a decisive role… It is not a determinant factor for a bottle if the contents are up to consumer expectations.

900g Bordeaux Although appearances can be deceptive, weight gives Bordeaux wines an impression of quality – a heavy bottle is a quality bottle. The weight of the bottle should be consistent with its contents, however, since this factor implies a superior vintage. One must therefore be careful since the bottle is viewed with reticence by consumers if this quality code is not respected. Burgundy The ‘Bourguignonne Sommelière’ bottle is a heavy bottle, with all the attributes of a high quality product because its weight is immediately noticeable. Certain consumers are wary, however, because of its somewhat unduly formal and pretentious appearance.

450g Bordeaux This is the usual weight for an ordinary wine that is unexceptional, but nevertheless pleasant to drink. Burgundy With a 450g Burgundy bottle, consumers are faced with a less distinguished bottle holding lower quality wine, which is minimized by this bottle. 1450 degrees Celsius…

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Light The temperature reached by the 6,5 million tons of glass fused each year in the O-I furnaces. A this level of temperature, the light emitted is unbearable to the naked eye.

Heavy

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The deeper the punt, the better the quality of the wine – it is a sign that the wine can be kept and aged Chris, 27, engineer

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The punt

Bordeaux

Despite the fact that Bordeaux bottle’s punt represents one of the attributes most spontaneously mentioned as indicating the quality of the wine in France, this is not the case in the UK, where it is seen as playing a functional role in preserving wine.

Rounded

Burgundy

In France, the depth of the Burgundy bottle’s punt identifies the bottle as being from a distinct region. In the UK, this indentation reflects superior quality but consumers reject it if it is too deep. Punted

Rounded punt

Deep punt

Bordeaux Although it can represent low quality, its simplicity is accepted for everyday wines.

Bordeaux A deep punt is a guarantee of very high quality. In France, the depth of the punt in a Bordeaux bottle identifies the wine’s exact region. Beware, however: if it is too deep, it can confuse consumers who may attribute it to an area other than Bordeaux. The bull’s-eye is hardly ever noticed. Consumers find it attractive but do not understand its use or significance.

Burgundy The rounded punt always indicates a lowquality wine and never a Burgundy intended for French consumers.

Punted punt Bordeaux The punted punt is the most traditional indentations. It always corresponds to a traditional good quality wine.

Deep

Burgundy It plays a major enhancement role for Burgundy wines, with a very high-quality connotation that increases with the targets’ age group.

Burgundy As with Bordeaux wines, this is the traditional Burgundy punt and always a sign of a superior quality wine.

244 production lines…

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The Group’s production capabilities within the wine market are considerable.


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If a bottle has well-balanced proportions, it gives an impression of authenticity and generosity, which make you want to taste the wine

Base

Jimmy, 37, estate agent

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Even if French consumers do not distinguish it as an essential feature of the bottle and instead associate it with the entire bottom, the base has a role to play. In the UK, where knowledge of French wines is sometimes sketchy, the shape of the base does not have any major significance. It only reinforces the elitist image of French wines whose subtleties only connoisseurs can appreciate.

Straight base Bordeaux The straight base gives the bottle a general appearance of security – it symbolizes local tradition, rusticity and authenticity. Burgundy It evokes notions of local tradition and quality, which correspond so well to the mindset associated with Burgundy wines. This is why the Sommelière, a top-quality, reassuring bottle, fills its role as a mirror of regional culture and quality so appropriately.

Rounded base Bordeaux The rounded base seems more usual to consumers and is viewed as reassuring, but what is commonplace is also somewhat stale.

Rounded

Straight

Burgundy While some consumers are drawn to its weightlessness, it remains a standard code that lacks any specific connotations in relation to Burgundy bottles.

750 million units/day…

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O-I’s daily production capacity places it in the top-ranking position among glass packaging producers for the food industry.


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Embossed bottoms carry the mark of nobility of the grands crus. The fact that they are not visible makes them even more attractive, like a mink lining.

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The bottom

Judith, 48, housewife

Embossed

Ridged bottom

Embossed bottom

Bordeaux & Burgundy In both France and the UK, the ridged bottom is straightforward: it is generally considered to be traditional by consumers as a whole.

Bordeaux & Burgundy Nobility, panache, elegance… Embossed bottoms are seen by all as a sign of very high quality and membership within the connoisseurs’ fraternity. This is a sign of belonging to the inner circle. Its relevance is generally misunderstood by the French, however, especially since it is a seal that is not immediately visible. The British, who are more used to the simple codes of New World wines, recognize the exceptional quality of embossed bottoms, but find them purely ornamental and not always essential when dealing with an already complex product offering.

10 600 employees…

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The employees at O-I have been recognized for their glass-container production expertise, which has even been rewarded with the Packaging Oscar.


Food for thought

Significant differences exist between French and British consumers. In France, ways of thinking among consumers vary according to region. In the UK, wine-growing and wine-production knowledge is limited. For this reason, certain attributes cannot be interpreted as signs of quality. Regardless of the country and the consumer, a bottle’s combined features form a whole that must be perfectly juxtaposed. The bottle shape code must correspond to the labeling code. The objective is to ensure that marketed products are coherent with the wines being packaged and the consumers being targeted. Given the complexity of the offering, O-I has developed both flexible and wide product ranges to meet all requirement. The Group offers customers a personalized approach that implements a marketing strategy tailored to individual needs. Its staff is composed of fullfledged experts who can provide pertinent advice in two respects: mature experience of the glass industry and unequalled knowledge of the wine industry. Their know-how is currently recognized by all professionals in the field, and it has even been rewarded by awards such as the Packaging Oscar. To provide you with improved service, our teams of specialists are always on hand.

South-Eastern France ZAC Fontvert 84130 Le Pontet Tel.: 33 (0) 4 90 03 81 80 Fax: 33 (0) 4 90 31 97 17 Western France 1, rue Jean Mermoz La LouĂŠe 44115 Haute Goulaine Tel.: 33 (0) 2 40 06 10 86 Fax: 33 (0) 2 40 06 13 81 South-Western France 3, rue Professeur Lavignolle Bat. 1 33049 Bordeaux Cedex Tel.: 33 (0) 5 56 69 23 60 Fax: 33 (0) 5 56 69 67 10 Central/Eastern France 64 Bd du 11 novembre 1918 BP1228 69611 Villeurbanne Cedex Tel.: 33 (0) 4 26 68 65 00 Fax: 33 (0) 4 26 68 66 08

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