Thinking outside the boxed wine

dtour wineBoxed wine has historically had a bad rap. But better product and better packaging may be changing that perception. Packaging Digest has a recent post written by David Belim that discusses new products that will certainly lift the perception of boxed wine, for two reasons. The quality is improving and the box structure seems to have some environmental advantages over the bottle.

This article features two wines, dtour Macon Villages and Bota Box. Two very different concepts in boxed wine.

Dtour is a collaboration of Dominque Lafon, Daniel Boulud, and Daniel Johnnes, a wine-maker, a chef, and a sommelier, and each very highly respected in their fields. In fact Robert Parker reviewed the 2004 vintage and said the wine was “a refreshing non-oaked vibrant and tasty 100% chardonnay and very authentic Macon. All three men are at the tops of their respective professions  .  .  so I wasn’t surprised by how good this light to medium-bodied relatively modest alcohol(13%) wine has turned out”.

Bota BoxThe other wine is Bota Box, a wine that has recently changed its packaging to be much more environmentally friendly. Their web site boasts that boxed wine uses “85% less landfill waste than traditional glass packages and has a smaller carbon footprint as well.” They also claim the box is made from 100% post-consumer fiber, is recyclable, and uses soy based inks.

Boxed wine also has a new web site,

It looks like the producers of boxed wine are beginning to realize that as the quality of their product increases they may need to boost the overall quality of their brand identity as well. It should be interesting to watch this product category in the next few years.

I suspect we will see an interesting design evolution that could mirror the increasing sophistication exhibited in the last few years by the ready-to-drink wine and spirits market.


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
This entry was posted in Beverages, Design Practice, Environmental Packaging, Wine, Beer, & Spirits and tagged , , , , . Bookmark the permalink.

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