Mr. Williams eventually teamed up with Ed Selyem, a friend who worked as the accountant and wine buyer for a local store.

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The crew figured out one way to appease guests: "Free beer and wine for everybody, " said chilled-out passenger Ed Buck.

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"If you think about it from the standpoint of a winery, you can get the same amount of wine in 40% fewer trucks in our packaging, compared to glass bottles, " explains Ed Klein, Tetra Pak's VP of public and environment affairs.

FORBES: Pinot Plastic