Throughout the past years the wine sector has faced some deep changes. Apart from a global cut in wine consumption, some new consumption attitudes appeared.

• Regular consumers have gradually been replaced by occasional ones, who would rather spend a pleasant time with friends over a glass of wine, than consume wine everyday during meals.

• The consumption of classic wines -unlabelled with specific designation- has been lowering constantly for the past 20 years while the consumption of AOC designation wines has registered a 33% increase. In 2006, almost 80% of the French families bought wines labelled as AOC.

• Finally, a small revolution in the very traditional world of wines : the Bag-in-Box  (BIB) is the only packaging who registered a striking growth in value and in volume. Between 2000 and 2006 the sales of Bag-In-Box wines -of all kinds- multiplied by 4.

In may 2007 the survey institute CSA -financed by VINIFLHOR- has studied the Bag-in-Box trend in France, as in Sweden it represents more than 50% of the total wine consumption and it has become very popular in Denmark, Australia and the United States.

This survey reveals that in 2006 all indicators concerning this type of packaging are increasing. The market penetration rate for the Bag-in-Box went from 10.5% to 12.5%. Additionally, the annual wine consumption increased of more than 3 litres per person. The survey has also registered a growth in customer’s loyalty on this type of packaging in 2006.

According to this survey, the consumption of AOC wine in Bag-In-Box increased of over 22% in a year!

The conclusion of this survey underlines the numerous advantages of the Bag-in-Box :

• One can open several BIB and taste different kinds of wines at the same time

• Easy to store

• Perfect for slow consumption (wine keeps its native flavours several months after opening)

• Inexpensive

On the other hand, this study recommends an “appraising of the packaging”. For the average consumer the bottle is a guarantee of quality and authenticity. The consumer therefore expects a new packaging to reflect the same values as the bottle.

This study also enhances the policies that need to be set into place in order to win the market :

• To opt for an explanatory approach to wine.

• To take into consideration the product’s adaptability and ease of use.

• Communication towards customers should be made by professionals in order to make credible the image of the Bag-In-Box wine as quality wine.

• Imagine authentic and elegant settings in order to win the “occasional” customers asking for reinsurance.

• Opt for a trendy décor in order to capture consumer profiles which are open-minded and ready to try new things.

• Put forward the profitability of the product in order to win day-to-day wine consumers.

Although we have not waited the conclusions of the study to create the VINOMANIA concept, it is interesting to notice that our “recipe” has all the ingredients of success!!