A box by any other name: Wine Casks

Maybe it's the product's green appeal. Or it could be price appeal. But there's no denying that consumers are buying boxed wine in higher quantities than ever before.

Taylor Owings, writing for Forbes, notes that the benefits of boxed wine include lower costs, lower environmental impact and extended product life after opening. On the down side, the new packaging means that wine cannot be stored for decades. It begins to degrade within a few years of storage in boxes.

To date, only 1% of U.S. consumers are purchasing boxed wine. But sales of this product increased 32% during the last quarter of 2008 while sales of table wine increased by 2.8% during the same period.

Nielsen research indicates that men with household income exceeding $70,000 annually are the biggest buyers of this product and sales have been highest in grocery stores.

As this niche product seeks to expand its image with new labeling — wine casks — intelligent marketing campaigns could certainly help to improve sales. Has your local winery started shipping wine casks?

[Source: Owings, Taylor, Thinking Outside The Box..Of Wine, Forbes, 3.25.09; Facts, Figures & the Future, Food Marketing and Nielsen, April 2009] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.