Waitrose Launches Bag-In-Box Wine Range
UK retailer Waitrose has introduced a new range of bag-in-box wine, with boxes holding the equivalent of up to three bottles of wine. The new line features several varieties, including the Beefsteak Club Malbec and the new Côte Bleu Méditerranée Rosé.
Waitrose is predicting a surge in popularity for the environmentally friendly format, as shoppers look for practical and environmental alternatives to glass bottles.
Bag-in-box packaging is recyclable and allows the wine to stay fresh in the fridge for four to six weeks. It also has a low carbon footprint, according to the retailer.
The new range includes the supermarket’s first bag-in-box dry, pale rosé. General sales of rosé are up 35% year on year at Waitrose, with sales of rosé from Provence increasing by 97% year on year.
“We are launching some excellent-quality wines into the bag-in-box range, including some of our customers’ favourites,” said Victoria Mason, a wine buyer at Waitrose.
“The new pale, dry rosé is particularly exciting, as it taps into the latest wine trends we’re seeing at Waitrose. Côte Bleu is sourced from specially selected vineyards in the sunny Mediterranean, and the box design is contemporary and fun – it makes a real fashion statement!”