Using Bag-In-Box to Promote Quality Wine

Buying wine in a Bag-in-Box is a growing trend in the wine world. Consumers are starting to accept bag-in-box as another type a wine packaging and, at the same time, wineries are discovering the amazing world of promotional opportunities that this new type of packaging provides.

Here are two great examples of wineries that creatively using the bag-in-box as a way promote their quality wines.

Oscar’s
Quevedo
has been asked by an importer from a northern European country to develop a special bag-in-box packaging for that market. The box has an unusual format easily standing out from other boxes and improving on their normal dull design. This a bag-in-box that you can bring to the table.

Because a bag-in-box has much more print space than the normal wine label, the new Oscar’s box includes a lot of useful information including the link to the wine’s own site, to the a page on Facebook to the Adegga Verified Winery profile and of course the AVIN of the wine.

Bipartito

Bipartito by Casa Santos Lima is a very interesting concept of Bag-in-Box that includes 2 bags in each box. This way you have the possibility of enjoying two different wines or at anytime doing a blending. With two different grape varietals (one is Touriga Nacional and the other Castelão) this bag-in-box allows the consumer to discover these two varietals on his own and learn about them at his own pace. It’s a great example of wine education made possible by the packaging creativity of the winery.

Bag-in-box?

Bag-in-box is a type of wine packaging that is basically a plastic container protected by a cardboard box. The main reason to use a bag-in-box is the fact that it prevents oxidation of the wine during dispensing. Wine inside the bag is not touched by air so you can drink as much or as little as you want and still maintain the wine oxidation-free for a couple of weeks. The fact that a bag-in-box normally includes a small plastic tap makes it a very practical packaging to serve wine in a family dinner or a party.

On the downside, bag-in-box is considered to have an unopened shelf life shorter than bottled wine. This has been one the main reasons consumers normally connect bag-in-box and low priced / low quality wine. However, a lot of wine sold today is not made to be kept in the cellar for many years but consumed immediately or in just a few years.

Conclusion

There’s something special about opening a bottle of wine. However that’s not to say that wine can’t be packaged in new and interesting ways. Ways that can be at the same time a promotional opportunity for a winery and a great reason for a consumer to interact with his favorite wines.

This entry was posted in Wine Marketing, packaging and tagged , , , , . Bookmark the permalink.
  • http://www.cortesdecima.pt Carrie Jorgensen

    Many of our markets are also asking for a BIB, but we have hesitated to jump into it. I think it is imperative that BIB’s carry a ‘drink by date’, of less than 6 months, which is tricky, especially when the wine is to be shipped in a hot container or truck for export, and by the time it ends up on the supermarket shelf, the drink by date will be closing in!

    “The first major scientific study into the storage of wine in different forms of packaging has revealed that the bag-in-box®, single-layer PET and small multi-layer PET altered the character of the white wines when stored over 6 months, with oxidation clearly noticeable. The study was carried out by the Institute of Vine and Wine Sciences in Bordeaux (ISVV), the largest wine research establishment in Europe.” http://www.responsesource.com/releases/rel_display.php?relid=56273

  • http://quevedoportwine.com/ Oscar Quevedo

    Hi Carrie,

    The storage date is a good point as some research state the problem of conservation. The challenge for the winery and distributor is to reduce the storing time for few weeks. As a study shows, in the UK 98% of the wine purchases by final costumers are for opening within 24 hours, so the storage at the consumer would not be an issue. In my opinion, what is important is to ship the wine from the winery few days after fill the BIB and work with distributors with good rotation of the products.

  • http://www.sopardis.fr Stéphane Boutiton

    Hello Carrie,
    We are specialise in Bag in Box conditionned at the château, and our wines are not oxidised after 6 months! even the white.
    As you know, the quality of the wine is a big factor,and we are very strict about this as well as the filling of the bag.

    What will be the result about bottles of wine shipped in a hot container ?

    About the study you talk about, don’t forget that the study sponsor is a bottle supplier!
    come to visit our website: http://www.sopardis.fr
    you could be surprised!
    Best regards,
    Stéphane Boutiton.

  • Hugo

    Without the intention of becoming too serious on this topic, my interpretation of this post, the key high lights that Andre pointed out in this post are clearly marketing and put aside entirely the performance of the wine itself. Whereas a box has more space to write information or educate, it is a good point, but you can put a box outside whatever container of bottle that you conceive, it is a matter of wishing to do so.

    I can also understand the intention to permanetly innovate, every producer is trying to differentiate, to present something that others do not, this is also understandble. However, from the marketing point of view, isn’t this the commodization of wine, something that every producer is running away from? Is wine a beverage or culture and experience?

    Now technically speaking, what about if the product itself (wine) does not work? Carrie pointed out these results, there are other interesting studies about the behaviour of wine in contact with plastic. Most of the scientists that have researched on this topic hint that the highly solvent power of alcoholic beverages in contact with plastic for long periods of time may extract undesirable components of plastic/oil which is then consumed by people. So, I guess that until we start shifting into new solutions we must know more.

    On the other hand, we must not forget the sustainable issues here: again such packaging require high amounts of energy to be produced (oil derived products and others), as well as to recycle, if any recycling at all is made. What is the direction that we are heading? When will the consumer goods industry stand up for their responsibility in environmental issues?

    Cheers and have a good glass of wine!

  • http://vinotinto.wordpress.com/2010/07/26/what-other-blogs-are-attending-the-ewbc/ What other blogs are attending the EWBC 2010? « Aqua vitae – livets vatten

    [...] Adegga is a social wine discovery about wine, whit a community, a forum, a blog – there’s lots to discover in several languages. In their blog is a post on Bib’s [...]

  • Decocohen

    Onde posso comprar em Lisboa Bag in box??

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