Premium Boxed Wines Surge, Led By Black Box And Bota BoxMarch 28, 2019
Premium boxed wines have become an increasingly potent force in the U.S. market, with multiple boxed brands earning Impact “Hot Brand” awards this year. The two largest players in the category—Constellation-owned Black Box and Bota Box from Delicato Family Wines—combined to sell nearly 14 million cases last year, according to Impact Databank, adding 1.3 million cases to their total in 2018.
Black Box ($19-$21 a 3-liter), a fixture on the Hot Brands list, depleted over 7 million cases last year, up from 6.6 million cases in 2017. The brand, which features 12 expressions, has grown by 2.6 million cases over the past three years. “Consumers are increasingly aware and accepting of alternative pack formats,” says Jim Sabia, Constellation’s CMO. “As a result, we’re seeing growth on 3-liter and 500-ml. packs. We’ve also expanded our offerings with the recent launches of Black Box Rosé and Black Box Sangria. We also continue to see success with Black Box Rewards, our digital-focused loyalty program.”
Competitor Bota Box has also been on a long-term growth curve, earning its 11th consecutive Hot Brand award. The brand has expanded by nearly 3 million cases since 2015 and looks set to blow past the 7-million-case mark this year. Bota Box currently counts 15 wines in its arsenal. Bota’s Dry Rosé leads the 3-liter rosé category, according to Jon Guggino, executive vice president of marketing at Delicato. “The 3-liter and alternative packaging categories continue to grow and gain acceptance, and our marketing efforts will focus on our quality and leadership position in the category,” Guggino tells SND. “We’ll continue to engage with our 35-44-year-old core consumer and drive awareness with new consumers.” Guggino adds that Bota Box will see a new extension this spring.
Another domestic wine Hot Brand, Washington-sourced House Wine, also has been making gains in the boxed segment. Owned by Seattle-based Precept Wine, House Wine’s 3-liter boxed format was up 5% to 181,000 cases in 2018, accounting for just over half of the brand’s total volume. Retailing in line with Bota Box and Black Box at around $20 a 3-liter, House Wine’s boxed portfolio includes a Chardonnay, Moscato, Pinot Grigio, Riesling, Sauvignon Blanc, Rosé, Pinot Noir, Red Blend, Malbec, Merlot, Cabernet Sauvignon, and Dark Sauvignon. Overall, House Wine has expanded by more than 50% since 2015, reaching 341,000 cases last year.—Danny SullivanSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.