For many people, if the wine on the shelf is not in a 750mL bottle, it’s viewed as cheap, low quality, and dismissed immediately. This is no secret - box wine carries a negative stigma, even though box wine sales experienced incredible growth in recent years. If you also have this negative impression of box wine, is their a message or personality that could change your mind?
Wine Taps? Why Not?
Most recently we noticed a retail store has removed the “Box Wine” sign in the wine aisle, and replaced it with “Wine Taps.” Technically, the sign is correct (all box wines have a tap). But, does this make you feel like you’d be getting better quality wine for a good price? Did the name change work for you? Or, do you now feel the need to go to aisle seven and pick up some red and blue Solo cups?
We’ve also seen marketers get creative with calling attention to the pointed package. For example…
Slap An Award On It!
Killer Juice Cabernet Sauvignon got clever on their packaging by setting a higher expectation and stamping a shiny gold and black sticker on the box that shared its Gold Medal victory at the 2007 Critics Challenge International Wine Competition. You’ll see a lot 750ml bottles telling you they got a high score from Wine Spectator or The Wine Advocate, so why not try this on the box? An award is an award, right? Gold.
See How Much You’re Getting?
A hot price category for wine is between $10 and $20 per bottle (750 mL). We’ve had some $10 bottles that have been great, and some that have not been so great. The fact is, many $10 bottles get the job done. Viewing $10 as an acceptable “cheap” price with the chance of the wine being decent, Killer Juice clearly states that their box wine “Contains 4 Bottles Of Killer $10 Wine.” Clever.
The Old Switcheroo
We’ve also seen the Today Show produce segments around hosting a Thanksgiving feast on a budget. In one episode, red wine was sitting in a decanter on the table with colorful food and place settings surrounding it. The presentation was beautiful. The crew raised their glasses, took some sips, were pleased, and then were informed they were slugging boxed wine. The party planning guest shared that the red wine had been poured into a decanter 2 hours prior to being placed on the table. Black Box Wines ran a similar campaign a couple years back with some wine bloggers. Trickery.
The marketers’ challenge as many consumers view box wine as the square peg trying to fit into the round hole. Wait, that actual works in this case. Weird.
Anyway… what messages in the wine aisle would make you consider the box over the bottle the next time your in the wine aisle? Or, is there no getting over the stigma?
Let us know!
P.S. If you’re curious about the benefits of box wine, and the different closures (corks, screw caps, etc.), check out this helpful blog post from Wine for Normal People.