Box of delights: it’s time to think again about bag-in-box wines
Marketing

Box of delights: it’s time to think again about bag-in-box wines

Silver service: ‘Most of us, it seems, instinctively reckon a wine will always be better if it’s come from a bottle rather than a bag in a box.’ Photograph: Blue Pebble/Alamy Stock Photo

 

It’s getting on for six decades now since the Australian winemaker Thomas Angove came up with the idea of selling wine in a plastic bag in a cardboard box – a type of packaging that was soon to be given the frankly unimaginative, but robotically rhythmical and bluntly descriptive name, bag-in-box.

 

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