Innovation for bag-in-box wines

22 October, 2009

Sainsbury’s has hailed a new twist on bag-in-box wines as “one of the most exciting packaging innovations in wine that we have ever seen”.

Constellation has launched Freshcase, a 2.25-litre box with a new-style, less-drippy tap, and a white wine version with the tap built into the base so that it can be stored horizontally in the domestic fridge.

Sainsbury’s wine buyer Holly Lee said the pack offered “real benefits to the consumer in keeping premium wine fresh for longer in a convenient pack”.

Sainsbury’s has an exclusive on Freshcase until the end of 2009 and is listing Hardys Nottage Hill Cabernet-Shiraz and Chardonnay, both retailing at £19.99. It is the first time Nottage Hill has appeared in boxed format.

The Freshcase pack is being introduced for other Constellation wines in Denmark, Norway and Sweden.

Constellation hopes the launch will extend the market for bag-in-box to embrace more premium wine drinkers.

The wine has a shelf life of six weeks after opening and a pack weighs 70% less than the equivalent three bottles.

It occupies the same shelf space as one bottle, according to Constellation.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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