Apr 21, 2021

Perfect wine tasting through exclusive collaboration e-Luscious and TUBES

After a successful initial collaboration in which e-Luscious, parent company of, and Colaris, introduced thousands of people to wine tasting packages containing unique 100ml single serve Tubes, e-Luscious and TUBES Wines & Spirits by the glass, per April 2021 enter into a partnership with an exclusive long-term cooperation in the Benelux. Through this collaboration, wine lovers in the Benelux can be optimally supported to find the perfect wine or to regularly enjoy better wine in smaller portions. E-Luscious has the ambition to be a forerunner in the way consumers are helped online in the choice of their own favorite wines. TUBES has already bottled three thousand different wines for a very diverse, international clientele and is well on its way to becoming a leading player in the wine world with their single serve concept.

These wine tasting packages with Tubes were part of online wine tastings. This has created a completely new way of customer interaction, which will be a strong addition to the wine experience during and after the lockdown. Strengthened by this success, e-Luscious and TUBES will continue to inspire and surprise wine lovers in the coming years. For example, various trial packages, unique gift packaging and a direct-to-consumer platform will be launched. This low-threshold option allows consumers to discover a wide selection of wines and further develop their flavor profile.

Bart Kuppens CEO of e-Luscious: “After the very positive reactions, we look forward to a greater expansion of the partnership with TUBES: an important partner for us to let our wine lovers discover their own favorite wines. Thanks to our unique proprietary tasting packages, our current customers can get to know new wines within a broad range and new people can get to know us in an accessible and innovative way. We also want to give people the option to regularly enjoy 1 glass of wine without having to open a whole bottle.

Edwin Blom, CEO of TUBES: “Thanks to our unique and protected process, we can guarantee an optimal quality and taste bouquet of the wine. We have been able to successfully supply TUBES all over the world for years and are delighted with this breakthrough in the Benelux. Given the strength, ambition and scale of e-Luscious, we have high expectations ”.

About e-Luscious

E-Luscious is the owner of fast-growing on-line shops such as,,,,, and The Wijnbeurs celebrates its 45th anniversary this year, Colaris celebrates its 100th anniversary in 2022 and Wijnvoordeel celebrated its 20th anniversary last year. Active in 7 countries. E-luscious has been the winner of several Shopping Awards, including the public award in 2021 with Wijnvoordeel.


TUBES ( bottles wine and spirits in 35 ml, 50 ml, 60 ml and 100 ml (the official content of one glass) tubes of recyclable glass & recycled plastic. Durable and unique because of a patented concept, technology and shape. The company is active in more than 20 countries and bottles more than 8 million tubes annually. TUBES is managed by Glen Ritzen and Edwin Blom. TUBES has received several awards, including "Best Onboard Beverage Award 2019" and can count the top of the international beverage world among its clientele. Bonds of TUBES are listed on the NPEX stock exchange.

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