Boxed 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.
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”.
The 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, aboutboxedwine.com
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.