Notorious Beam Team

From the ever brilliant Springwise expanding on their notion of Tryvertising - or sampling as we call it:

"Wine may be enjoying new popularity, but that doesn't mean the average consumer isn't still daunted by the knowledge it takes to pick a bottle they'll like. We've written about several efforts to simplify the process, and now WineSide is taking a novel approach by offering wines packaged in sample-sized tubes.

WineSide offers both sweet and classic wines in patented, flat-base glass tubes with screw tops carefully engineered to protect the wines' flavour. The sweet wines—which include Sauternes and Muscat, for example—are available in 6cl tubes, while the Pomerol, Chateau Neuf du Pape and other classic wines can be purchased in 6cl or 10cl sizes. WineSide's collection represents a range of appellations and producers; tubes are available individually or by the box, which can be chosen to provide an introduction to a variety, year or region. Kicking off retail sales, the products are available exclusively at Colette in Paris this month.

In addition to giving consumers a new way to sample and discover wines, WineSide's tube format also promises to give vintners new tryvertising capabilities at relatively low cost. The French company's website is still under construction, but it says it is looking for distributors. One to get in on early!"

Sounds neat and looks very smart. Plus the link with Colette is guaranteed to get them trendy coverage and make them seem desirable. But isn't selling little bits of wine to Parisians a bit like selling sunshine to the Sahara?