“Where glass cannot go”: Bota Box launches eco-friendly bag-in-box premium wine range
06 Nov 2019 --- US-based Delicato Family Wines, producer of Bota Box, has entered the alternative packaging category through the launch of three new varietal wines under its premium bag-in-box Nighthawk range. The range features compact, portable, shatter-proof bag-in-box cartons that can “go where glass cannot,” and uses state-of-the-art technology that keeps the wine fresh for up to 30 days once open. The packaging is also pegged as environmentally friendly since Bota Box cartons “create 85 percent less waste” than traditional glass bottles and are 100 percent recyclable. Made from unbleached, post-consumer fiber, the cardboard is printed with Volatile organic compounds (VOC)-free inks and bonded with cornstarch instead of synthetic glues.
The launch taps into the staple sustainability trend that permeates the industry, while offering premium products that boast luxury. The three new flavors include Nighthawk Black Bourbon Barrel Aged Cabernet Sauvignon, Nighthawk Black Lush Pinot Noir and Nighthawk Gold Vibrant Sauvignon Blanc. The Cabernet is the first bourbon-barrel-aged Cabernet Sauvignon to market in alternative packaging. Nighthawk Black and Nighthawk Gold wines by Bota Box deliver “bolder, richer expressions of classic varietals.”
The wines are available in 3L cartons; select varietals are also packaged in 1.5L bag-in-boxes and in 500ml Tetra Paks. They are produced at Bota Box’s Certified Sustainable California winery.
“Bota Box is now an important player in the US premium wine in alternative packaging category and its performance is driving the growth of the premium alternative packaging category as a whole,” comments Jon Guggino, Executive Vice President of Marketing for Delicato Family Wines.
“These three new Nighthawk wines build on the introductions of Nighthawk Black Cabernet Sauvignon, Nighthawk Gold Buttery Chardonnay and Nighthawk Black Red Wine Blend, which quickly became the fastest-growing wines in their segments,” says Guggino. The Nighthawk Black Red Wine Blend is the number-two best-selling 3-liter red blend in the US, after Bota Box RedVolution, according to the company.
Delicato Family Wines launched Bota Box in 2003, taking inspiration from traditional Spanish wine skins known as “botas,” which were used to carry wine for centuries. Popular among both outdoor adventure enthusiasts and eco-conscious consumers looking to reduce their environmental impact, Bota Box appeals to a wide cross-section of wine drinkers.
“The Nighthawk by Bota Box family of wines is attracting new consumers to the boxed wine category, and has strong appeal with younger Millennial and Gen Z wine drinkers aged 21 and over, who love Nighthawk’s bigger, bolder flavor profile,” remarks Guggino. The wines’ rich, flavors are reflected in the Bota Box tagline, “Where Flavor Soars.”
In August, the brand launched a consumer advertising campaign with the tagline “This Is How We Bota.” Built around insights derived from consumer research and validated by metrics for consumer favorability and recall, the campaign will run through the end of 2019 on major digital outlets.
Notable wine packaging innovations
The wine packaging space is continuously met with innovative and environmentally conscious NPD. Notably, Garçon Wines launched a 100 percent recycled and recyclable PET bottle which is pink in color to package a new rosé wine. The bottles come with a plastic screw cap to ensure they are truly 100 percent recyclable. Santiago Navarro, CEO and Co-Founder of Garçon Wines, spoke to PackagingInsights about combining super-sustainability with aesthetics. The company also released a Flat Bottle Case that is aimed at maximizing efficiency, saving space and slashing excessive packaging and carbon emissions.
Also, Californian wine brand Böen became the first wine brand in the US to deploy full-scale, Near-Field Communication (NFC) technology. The new technology, developed by technological visionaries SharpEnd – The Agency of Things and Guala Closures, provides consumers with instant access to information about the wine they are purchasing simply by tapping the bottle’s cap with their smartphone.
Lastly, Verallia launched the new version of its Virtual Glass packaging creation tool. The digital tool enables customers to obtain realistic, high-quality images of their packaging in quick time, optimizing time-to-market, saving on costs and facilitating collaboration on packaging designs. The renderings that can be created include up to six models, which can be used for communication purposes such as online catalogs and promotional visuals.
Edited by Kristiana Lalou
