Boxed wine was originally invented in Australia in 1965. Since its inception, it has quickly spread across the world. For years people have thought of boxed wine as low quality, tasteless and sub par. People enjoy it for it’s convenience. Like a keg, you just pull the spout and out it comes, no pouring. It portable, shatterproof and great value for the money.
But what has traditionally in past been considered by many as questionable wine is now getting a lot of attention. Boxed wines are not only tasting better, but they stay fresh up to 6 weeks and are more environmentally friendly using 1/3 less energy than the energy it takes to make a glass bottle. Not to mention the added benefits of never having cork taint, being shatterproof and portable. At the top of the list are wines such as From The Tank Vin Rouge: Côtes du Rhône, Maipe Malbec, and Black Box Cabernet Sauvignon. There are even producers, such as Yellow and Blue, who sell only organic boxed wines.
Thinking Outside the Box
In addition to the changes inside we are seeing the outer packaging getting a face lift as well. In recent years the market is changing. Not only is the quality of the product vastly improving, but new innovative package designs are taking box wine to a whole new level. Producers are making the design of the box more appealing and upscale by thinking outside the box creating a tube shape like Revelry Vintners. Vernissage is taking their wine to a classier level by creating packaging that is designed like a designer handbag labeling their concept as a “bag-in-a-bag” wine. Some, like The Climber, are making the packaging more minimal and eco-friendly by just designing the bag/pouch itself. The latest, most innovative trend to hit the market is the paper wine bottle.
World’s First Paper Wine Bottle
Originally designed in the UK, the environmentally conscience company Greenbottle morphed the boxed wine idea into a paper wine bottle making it the world’s first. Just as a wine box, a paper bottle is lighter and more sustainable than traditional glass bottle designs. The bottle is made from 100% recycled paper with a plastic pouch. The plastic component can be separated from the paper part for recycling. The first trendsetter to hit the marketplace with the new bottle design is US winemaker Truett-Hurst, under the brand ‘Paper Boy’. Setting itself apart from the boxed wine in shape, it recently went on sale in Safeway on the west coast.
The question now is: how will consumers react to this new packaging? If vintners are having trouble getting aluminum bottles to catch on with consumers, will consumers respond to a paper bottle?