According to The Drinks Business (2017), leading online retailer, Amazon UK has seen a robust 212% growth in sales this year as consumers in the UK are embracing the bag-in-box wine trend. This global trend has been compared to the cork to screw cap movement, which lead to screw caps being accepted worldwide as a good quality, convenient packaging option for wine.
South African consumers are becoming aware of the benefits of boxed wine and following the trend, leading to an increase in local boxed wine sales. “We’ve seen a significant 34% growth in sales for the Drostdy Hof 3-litre bag-in-box wine compared to the previous financial year,” says Frans Booysen, Marketing Manager of Accessible Wines at Distell.
Local consumers have shown “more sensitivity to prices due to economic turmoil experienced in 2016” which could promote more affordable drinking purchases, such as bag-in-box wine. (Euromonitor, 2017)
“Another factor contributing to the recent growth in sales and popularity of boxed wine could be the versatility of the product, especially when used for social occasions,” comments Booysen.
Benefits of bag-in-box wine:
- It can be taken to festivals where glass is not allowed
- It can be transported to any occasion with ease - instead of having 4 bottles, you have a 3L pack
- It takes up less space in the fridge
- It allows for more to share with friends and the no fuss tap makes pouring easy
The Drostdy Hof 3-litre pack is ideal for outdoor entertaining and shared moments with friends and family. RSP: From R97.99 per 3-litre box
The Oakridge White Wine blend 3 litre pack goes for R139.99
The Robertson Smooth Dry Red goes for R128.00
