Waitrose launches premium bag-in-box range

Waitrose has launched a new premium bag-in-box wine range across its stores to meet increasing demand for larger formats.

Waitrose is hoping the launch of The Côte Bleu Méditerranée Rosé bag-in-box will tap into the popularity of rosé

The new range comprises six wines, varying from 1.5L to 2.25L boxes (equivalent of three bottles of wine), including a new 1.5L Côte Bleu Méditerranée Rosé (RRP: £14.99/1.5L), which is new to the range and the first time Waitrose has sold a pale, dry rosé in the bag-in-box format. This follows general sales of rosé rising 35% year-on-year at Waitrose, with Provence rosé seeing soaring demand of up to 97% year-on-year.

Other large format wines now available include the retailer’s best-selling Malbec, The Beefsteak Club Malbec (RRP: £20.99/ 2.25L), a Marlborough Springs Sauvignon Blanc (RRP: £20.99/ 2.25L), and a Stormhoek Chenin-Chardonnay (RRP: £15.99/ 2.25L). Two further lines will go on shelf from 24 July, comprising a Stormhoek Merlot Cabernet (RRP: £15.99/ 2.25L) and Les Dauphins Cotes du Rhone Villages (RRP: £20.99/2.25L).

Waitrose wine buyer Victoria Mason said the range included “excellent quality wines” that included a number of customers’ favourites.

“The new pale, dry rosé is particularly exciting as it taps into the latest wine trends we’re seeing at Waitrose. Côte Bleu is sourced from specially selected vineyards in the sunny Mediterranean and the box design is contemporary and fun,” she said.

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.

There has also been a rise in the quality of wines available in bag-on-box formats, according to Kirsty Tinkler, who was the brains behind bag-in-box pop-up wine bar B.I.B and monthly wine club Weino. She argues that consumers in the on-trade would be shocked by the amount of glass waste generated by bars and restaurants, and argues that on-trade premises should be more upfront if they already serve bag-in-box wines to customers in order to boost the changing perception of bag-in-box quality.

Two years ago Tesco launched its premium own-label Finest range into bag-in-box wines in collaboration with wine producer Accolade.

One Response to “Waitrose launches premium bag-in-box range”

  1. K BONNET says:

    Forgiving the grammatical mistake (it should be Côte Bleue), the rosé’s box design is lovely, modern, clean and fun. It seems to be in the same style as this year’s “Vins de Provence” marketing campaign for the CIVP by SoWine (see link below), with some clear inspirations from Roger Broders. I’m sure these are going to be very succesful indeed.

    Poster: http://www.vinsdeprovence.com/img/content/images/VDP%20-%20FRANCE1bd.jpg

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