Could the credit crunch prove a boon for bag-in-box?

Consumers are becoming more interested in clever packaging.

Wine packaged into bag-in-box (BIB) containers has been one of the fastest-growing segments of the wine market.

The trend and growth in BIB is substantial because consumers are willing to try alternatives to the bottle, particularly with the economic squeeze.

The price point of BIB in Scandinavia can be as high as £35 for three litres.

Consumers are starting to understand that drinking wine from a BIB is acceptable.

The average price point in the US for BIB wine has risen by about 40%. The use of high-quality packaging is playing an important role.

Meanwhile, the market penetration rate is up to 42% in Norway, 33% in Sweden, 25% in Finland, and 12% in Denmark. In Australia it is about 50% and 6% in the US.

BIB in the UK is seen as acceptable for a limited group of consumer-drinking occasions, mainly parties and celebrations at home.

Innovation in wine packaging usually takes the format of lightweighting of bottles, Tetra Pak and pouches.

Manufacturing from corrugated fibre-board offers sustainable and imaginative solutions for many brands.

The Wine Group said that swapping glass for BIB packaging would reduce its brands' carbon footprint by 60% and avoid some £11m of packaging waste.

Dev Brahmachari is sales and marketing director at CRP Print and Packaging

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