Demand for certain supermarket staples has surged in strange ways since COVID-19 began shutting down the economy in March, but none has risen to the occasion quite like those cardboard boxes of wine.
“Been buying so much wine lately, we decided to just start going with boxed wine,” says a message posted on Instagram in May by a user identified as Sara Stephenson. “Shh!! Don’t tell my wine snob friends!”
In 1999, the Los Angeles Times posed the question of whether boxed wine was “socially acceptable” and called various restaurants asking if it would be OK for a father-in-law with a “passion for wine-in-a-box” to bring his own supply. One restaurant responded by saying, “I can’t have that in the restaurant. It’s a five-star restaurant. I can’t have boxed wine in here. I hope that doesn’t sound too pretentious.
Even before the pandemic, there were signs that boxed wine was coming of age. Companies that make it have a common marketing pitch to meet the moment, saying that its packaging is recyclable, helps reduce waste and better preserves the freshness of the drink, which is kept in a plastic bag, tapped by a spigot and encased in cardboard.
“The challenge has been overcoming barriers for new consumers to try boxed wine, which has now been occurring in large numbers over the past few months," said Brent Dodd, spokesman for Bota Box, a part of Delicato Family Wines in California.
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