As wine increasingly becomes a part of UK and US lifestyle, producers are packaging wine in a variety of formats to promote accessibility. These include 3-litre bag-in-boxes, which are the fastest-growing packs for wine sold in the US and also the most popular in Scandinavia. Other options being explored by wineries in some parts of the world include Tetrapak cartons and wine in a can.
While a novelty on the local market, multiple wine packs have caught on in markets such as the UK and the US, with consumers drawn to their convenience and versatility. "Wine presented this way immediately becomes more accessible because of the ready association with other beverages offered in a similar format, and this is an important feature when appealing to newcomers to wine," says Lyons.
She adds that the flexibility and size of the individual bottles allows wine lovers to have a single serving of wine without having to open a 750ml bottle. "If you are on your own and you open a bottle tonight, you can enjoy the second glass tomorrow. The screwcap makes it easy to reseal the wine for another occasion. And if you are amongst other adults but the only one drinking wine, the small size is a convenient option.
"The pack fits easily into any domestic fridge, is also very portable and eliminates the need to bring along a cork screw if you are enjoying the wine away from home."
The pilot six-pack is being limited to the 2006 Two Oceans Sauvignon Blanc and is expected to retail for around R55.
