Black Box launches wine in 500ml Tetra Pak cartons
Posted by Lisa McTigue Pierce -- Packaging Digest, 9/29/2011 1:46:43 PM
Black Box, America's first premium and best-selling 3-liter box wine known for its quality and conveniently sleek packaging, is introducing three of its award winning varietals—Cabernet Sauvignon, Merlot and Chardonnay—in 500-milliliter Tetra Pak cartons, or the equivalent of three servings per pack. The wines will be available nationwide in October 2011 for a suggested retail price of $4.99.
While Black Box 3L wines are part of the fastest growing table wine category, the growth of Tetra Pak size packaging also continues to increase among glass table and boxed wines with double-digit sales and volume growth since 2009.(1)
"Black Box is proud to continue a tradition of redefining how wine can be packaged, consumed, shared and enjoyed," says Black Box Wines director of marketing, Kim Moore. "We're eager for new Black Box consumers to trial our brand in this smaller format and also extend our core wines into Tetra Pak to meet the needs of our 3L consumers seeking the same quality and value coupled with convenience and practicality."
Black Box Wines in the new Tetra Pak cartons make it easy to enjoy quality wine while living an active, modern lifestyle. The new carton is also an improvement on the already environmentally friendly 3L cartons since Tetra Pak packaging weighs less, takes up less space when empty and therefore requires far less fuel when transporting from the vine to your home.(2)
Evolving the box
Wines in these lightweight, non-glass cartons have an easily re-closeable twist-off cap and are shatterproof, making Black Box in a Tetra Pak carton extremely versatile and perfect for any occasion in or out of the home.
While the sleek packaging has always made Black Box a staple for parties, dinners and date nights, it's now even easier to toss the wine in a basket or backpack for an outdoor adventure, a day spent cheering on your favorite sports team or a picnic in the park.
Tetra Pak cartons are made from virgin paperboard which can be recycled into paper products like packaging and tissue paper, and the plastic and aluminum lining can be recovered to make composite products for industrial use. According to Tetra Pak, the global recycling rate of its cartons was 20 percent in 2010, a rate that has grown from 10 billion to 32 billion over the last 10 years.(3)
New look, same great wines
While the size may be different, Black Box wines in Tetra Pak still offer the same delicious varietals sourced from a selection of world-class appellations in California and abroad. From its humble beginnings nearly a decade ago, today Black Box Wines boasts 28 Gold Medals and 17 "Best Buys" from Wine Enthusiast Magazine, proving that freshness, quality and convenience can be accessed at an affordable price.
For more information about Black Box Wines in Tetra Pak carton offerings, along with the traditional 3L varietals, visit www.blackboxwines.com.
(1) Source: Symphony IRI Group, Total U.S. Food & Drug, Liquor, Mass and Club 52 weeks, ending Aug. 7, 2011
(2) MacPhee-Sigurdson, Ben. "Kicking Glass? Good wines are now available in a variety of vessels other than bottles." Winnipeg Free Press. Aug. 13, 2011.
(3) Tetra Pak Sustainability update 2011, Tetra Pak
Source: Tetra Pak