It wasn’t so long ago that many people would refuse to be caught serving boxed wine to their guests – even with the dirt-cheap price tag.
But now, companies such as Laylo, based in London, are attempting to change the negative connotations associated with boxed wine, offering a more ‘posh’ and upmarket version.
Their goal is to package their products in artistic, colourful boxes worthy enough to be shown off, not shoved in a bin.
Wine expert Helena Nicklin, who works as a drinks writer and broadcaster, told FEMAIL that it’s not just the look of boxed wine that has improved, but also the taste.
She said: ‘Boxed wine used to be terrible, full stop. It was very very poor quality and the association with box wine was very negative and nobody made an effort with packaging.
‘In times since then, there’s been a revolution in technology which has meant that the wine stays fresher for longer and has meant the wine producers have put better wines in them. It’s just a question of getting people to taste them.’
Consumers also seem interested in the concept. In 2021, the Co-op reported that sales of boxed wine had trebled. At Waitrose, figures for boxed white wine were up 77 per cent, and at Sainsbury’s, 41 per cent.
While spirits and bottled wine can show off their creative flair with glass, boxed wine is the same.
Three Mills’ boxed Mulled Wine is shaped like a snowy house on Christmas Day, with a wreath on the front door and a snowman on the box.
It is an object that serves not only as a merry tipple but also as something that people can proudly display on the table during the festive season.
Another London-based wine company Bowel Grabber puts their alcoholic beverages in vibrant packaging with cartoon-like figures on the box, capturing what that type of wine would be if it were a person.
Their French rose has a woman in a Parisian-style outfit, donning a monochrome striped top, flared jeans and white boots.
An area in a London Waitrose store is now dedicated to boxed wine, with some shelves completely empty
Companies such as Laylo, based in London , are now attempting to change the negative connotations associated with boxed wine, instead offering a ‘posh’ version (left). JamShed has also got a vibrant blue box with patterns
Helena says the way businesses market their wine is very important, especially with older consumers who remember the days of dreadful boxed wine.
‘It needs to be sleek, it needs to have a matte feel to it, the design needs to be on point,’ she added.
But it’s not just about how the wine looks. Boxed wine seems like the sensible choice for many, as it can keep for longer without going bad.
Helena said: ‘People have a lot of bottle anxiety to finish it that night if they open something nice. Oxygen kills wine, so that bottle would not be nice tomorrow if you left it.
‘Whereas, the idea the box wine can keep fresh for up to a month if stored correctly. You don’t feel obliged to finish it.’
She added that wine corporations are now under more pressure than ever to show that they are thinking about sustainability and so have massively improved their ranges.
But also the cost comes into play. As some boxed wine has two or three bottles worth of the drink inside, it can work out cheaper if customers are throwing a party.
It is also beneficial for those at festivals who aren’t allowed glass and in summer, as it is easier to carry when you are lugging your picnic to the nearest park.
When asked whether there is a difference between storing wine in a box and a bottle, Helena said that boxed wine is meant to be consumed within around four to six months after you’ve purchased it, whereas bottled wine can be kept longer.
The expert said to keep boxed wine upright in the fridge, even if it’s red, for it to last a full month once it is opened.
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