The box rules

By Colin Windell

 

Good old South African box wine is beginning to make waves in the USA with news Indaba Wines – crafted by Bruwer Raats – is to be released in a 3-litre bag in box (BiB) by Cape Classics, a US-based importer of South African wines.

The importer cites changing consumer habits as fuelingl the demand for higher quality BiB wine options.

“The essence of the shift stems from the consumer, who is looking for high quality, affordable wines but also in packaging that is easier to transport and store, with less impact on the environment from production to consumption,” says Robert Bradshaw, president and COO of Cape Classics. “Also, longevity once opened is also attractive to consumers. Because the tap limits exposure to oxygen, wine in a BiB will easily last longer than a traditional bottle, whether under screwcap or cork closure.”

The BiB packaging will be offered with the existing Indaba Sauvignon Blanc, Chardonnay and Mosaic (the Cabernet Sauvignon-based Bordeaux blend).

“We will also release a Cabernet Sauvignon SKU, but only in this format,” says Bradshaw.

The initial launch of the new packaging will be New York and Massachusetts.

“We would not rule out a South African launch, but there are no immediate plans as we are first testing market response and results first during this test trial in the US,” says Bradshaw.

A portion of all global sales of the Indaba Wine brand support the Indaba Education Fund (IEF), a fully accredited 501(c)(3) nonprofit organisation established by Cape Classics to provide early childhood teacher training, learning materials, and educational infrastructure to young, at-risk children living in the South African Winelands.