WILL HIGH END WINES EVER GET BOXED?
Yesterday we revealed survey results concerning critter brand in which most respondents said the category has plenty of momentum in the near term but will eventually fade out. So while we’re on the subject of packaging, we asked readers who took the survey what they think about box wine trends and its premium prospects. The actual question read, “Do you think the recent resurgence in box wine will continue? If so, do you think well-known premium and super-premium wine brands will eventually use this type of packaging?”
While there were some people who were emphatically against the prospect, most people seemed to thing that both premium and super-premium brands will eventually use box packaging. However, a sizable amount of respondents think premium has a chance but not super-premium. We got a lot of great feedback, so here is a (somewhat large) sample of quotes:
“Absolutetly. As Americans become more accepting and wine companies continue to educate consumers on the value, quality and freshness of box wine, those seeking a daily glass of wine will seek out box wines vs. cork.”
“NO. Box wines are no fun and having a bottle of wine on the table makes dinner at home an experience. A glass of wine from a box in the fridge is just drinking.”
“The resurgence is solid. But I seriously doubt people could ever go, ‘well, that magnum bottle is nice, but I'd like a little rectangle instead.’ I could be proved wrong though.”
“Yes, due to growing environmental consciousness (less resources used in packaging) and the convenience factor. Younger consumers don't carry the same "baggage" or expectations as more traditional, older consumers, so it will be an increasingly easy sell. Also, a lot of younger consumers get their introduction to wine through box wines, so it will be natural for them to trade up to more premium wines in a box.”
“Yes it will continue, but new entries will not be known labels.”
“There is still an image to premium and super premium wines which cannot be captured in a box. They are having enough trouble with screw caps.”
“I think the resurgence is, like "critter" wines, something that will wax and then eventually wane. The reason box wine went away is because it really isn't that good. Most winemakers will tell you that box wine gets to a certain point and beyond that, it cannot go. If you put "Screaming Eagle" in a box, it is no longer Screaming Eagle - both because it basically prostitutes the brand but also because it will eventually debase (and I mean the flavor, the making, etc) the wine.”
“I have yet to see this resurgence in the northeast.”
“No. It is simply a way to make use of wine that producers have no outlet for. As domestic consumers raise their consumption rate to that of the rest of the world, quality will have to rise due to consumer education and demand for quality.”
“Yes for premiums and remains to be seen for super-premiums. Not as many mainstream producers jumped to screw caps as was previously thought, so only time will tell.”
“Absolutely...It makes sense... in fact, I think the growth in screw cap acceptance will parallel and in fact support box wine growth.”
While there were some people who were emphatically against the prospect, most people seemed to thing that both premium and super-premium brands will eventually use box packaging. However, a sizable amount of respondents think premium has a chance but not super-premium. We got a lot of great feedback, so here is a (somewhat large) sample of quotes:
“Absolutetly. As Americans become more accepting and wine companies continue to educate consumers on the value, quality and freshness of box wine, those seeking a daily glass of wine will seek out box wines vs. cork.”
“NO. Box wines are no fun and having a bottle of wine on the table makes dinner at home an experience. A glass of wine from a box in the fridge is just drinking.”
“The resurgence is solid. But I seriously doubt people could ever go, ‘well, that magnum bottle is nice, but I'd like a little rectangle instead.’ I could be proved wrong though.”
“Yes, due to growing environmental consciousness (less resources used in packaging) and the convenience factor. Younger consumers don't carry the same "baggage" or expectations as more traditional, older consumers, so it will be an increasingly easy sell. Also, a lot of younger consumers get their introduction to wine through box wines, so it will be natural for them to trade up to more premium wines in a box.”
“Yes it will continue, but new entries will not be known labels.”
“There is still an image to premium and super premium wines which cannot be captured in a box. They are having enough trouble with screw caps.”
“I think the resurgence is, like "critter" wines, something that will wax and then eventually wane. The reason box wine went away is because it really isn't that good. Most winemakers will tell you that box wine gets to a certain point and beyond that, it cannot go. If you put "Screaming Eagle" in a box, it is no longer Screaming Eagle - both because it basically prostitutes the brand but also because it will eventually debase (and I mean the flavor, the making, etc) the wine.”
“I have yet to see this resurgence in the northeast.”
“No. It is simply a way to make use of wine that producers have no outlet for. As domestic consumers raise their consumption rate to that of the rest of the world, quality will have to rise due to consumer education and demand for quality.”
“Yes for premiums and remains to be seen for super-premiums. Not as many mainstream producers jumped to screw caps as was previously thought, so only time will tell.”
“Absolutely...It makes sense... in fact, I think the growth in screw cap acceptance will parallel and in fact support box wine growth.”
posted at 12:26 PM
<< Home