Bag-in-box wine ‘making a comeback’ says Amazon
Sales of bag-in-box wines surged 212% at Amazon this summer leading the online retailer to declare the format to be “making a comeback”, as a growing number of UK retailers work to improve their boxed wine offer.
According to the online retailers, sales of its bag-in-box wines increased by 212% year-on-year during June and July, with consumers said to be “embracing the convenience of quality boxed wines”.
The retailer attributed much of this growth to the changing consumer perception of boxed wines, likening this shift to the evolution of corks to screwcaps.
Year-on-year sales of its Banrock Station Chardonnay were up by 150% over June and July, while El Emperador Sauvignon Blanc saw sales up 216% over last year. Sales of JP Chenet Cabernet increased by 362% and Banrock Station Shiraz saw a 123% uplift.
Apparently consumers in Bristol, Leeds and London are leading this trend, with those based in Bristol ordering 650% more boxed wines this summer than last. Leeds shoppers bought 325% more wine boxes than last June and July, while Londoners ordered 137% more wine boxes this summer.
“As the quality and breadth of selection increases, boxed wine is becoming more popular, particularly over the summer months when it can be easily transported from pantry to picnic,” said Sebastian O’Keefe, beer, wine and spirits store manager at Amazon.co.uk.
“We have already seen the evolution from cork to screw top and our customers are clearly shrugging off the preconceptions of boxed wine and embracing the ease and environmental benefits of switching from bottle to box.”
It follows the launch of a new premium bag-in-box wine range by UK retailer Waitrose to meet growing demand for larger formats.
The new range comprises six wines, varying from 1.5l to 2.25l boxes, including a 1.5l Côte Bleu Méditerranée Rosé (RRP: £14.99) – the first time Waitrose has sold a pale, dry rosé in the bag-in-box format.
Waitrose said bag-in-box wines were becoming more popular due to growing consumer concern for practical and environmental alternatives to glass bottles, given their lower carbon footprint, recyclable packaging and ability to stay fresher for longer.
Two years ago Tesco launched its premium own-label Finest range into bag-in-box wines in collaboration with wine producer Accolade.
Kirsty Tinkler, who was the brains behind bag-in-box pop-up wine bar B.I.B and monthly wine club Weino, has previously argued that consumers in the on-trade would be shocked by the amount of glass waste generated by bars and restaurants.
She has called upon on-trade premised to be more upfront about whether they are serving bag-in-box wines to customers in order to boost the perception of boxed wines in the minds of consumers.