Delicato’s Newer Bota Box Entries Driving Double-Digit Growth

With U.S. consumers increasingly reaching for alternative packaging in the wine category, one of boxed wine’s pioneers is continuing to up the ante on innovation with impressive results. Delicato Family Wines’ Bota Box franchise is the third-largest wine brand in the U.S. market by volume at 10.8 million cases on a 3% increase last year, according to Impact Databank, and lately its newest products have been contributing strong growth.

In particular, Bota Box Mini in the 500-ml. segment and Bota Box Breeze in the better-for-you category have been driving outsized gains for the brand. Mini jumped 17% to 775,000 9-liter case equivalents last year, while Breeze rose 29% to 710,000 cases in only its third year on the market.

“We’re expecting another strong year of double-digit growth for both brands,” Kathy Pyrce, Delicato’s vice president of marketing, tells SND. “The macro consumer trend of moderating alcohol intake aligns with Bota Box Mini, as the size offers convenient portion control. And we see Bota Box Mini filling a need for consumers who look to the brand as part of treating themselves to small, everyday luxuries—another macro consumer trend.”

Bota Box Breeze also dovetails with the moderation trend, as the top player in the light wine category. Pyrce notes that Delicato continues to see “health-conscious consumers focus on beverages with low calories and carbs,” adding, “We believe Bota Box Breeze will be a significant contributor to the Bota Box franchise growth in 2024.” On the new product front, the company recently debuted Bota Box Breeze Pinot Grigio and Sauvignon Blanc in the 500-ml. Mini format, and added a Cabernet Sauvignon to the Bota Box Breeze light wine lineup.

Despite Bota Box’s enormous size, Pyrce sees more headroom for the brand moving forward. “Consumers are getting comfortable with wine in alternative packaging, and they like the convenience and portability of wine in small formats,” she notes.

“We still have a long way to go in terms of recruiting households, since premium boxed wine is consumed by a small percentage of U.S. households, and accounts for just 7% of the wine market. We’ll be launching a new national marketing campaign early this summer as part of our efforts to raise awareness for Bota Box among our target consumers.”—Daniel Marsteller

Tagged : Bota Box, Bota Box Breeze, Bota Box Mini, Delicato

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