UK consumers choose the advantages of boxed wine instead of bottles

Posted by Kate Carey on 20th September 2012

Boxed and screw-top wines are no longer considered second-rate according to new research by global market research firm, Mintel. The research report has special significance for Australia, given that Australia is the key supplying country for mass production wines imported into the UK.

The survey of United Kingdom consumers revealed that only 26 percent found boxed wines or screw-top wines inferior to corked bottles. Previously considered a no-no in ‘better social circles,’ it seems that boxed wine (also known as cask wine in Australia) is now highly acceptable to UK consumers.

Senior Drink Analysis at Mintel, Chris Wisson, said that the shift in perception was due to society becoming more environmentally and cost conscious.

“Boxed wine has the added advantage of the wine keeping for a longer period of time than in a bottle, facilitating more flexible usage and encouraging moderate drinking,” Mr Wisson said.

“Many wine drinkers are becoming increasingly price-sensitive and unwilling to pay more for their wine.” Mr Wisson added.

Mr Wisson said that the survey demonstrated that many people were reluctant to stop purchasing wine altogether, with price rises potentially outweighing the fall in volume.

“Growing segments such as boxed and low-alcohol wine may help to stimulate some growth and represent a cost-effective means of keeping wine drinkers engaged with the market,” Mr Wisson said.

The survey indicated that two thirds of people would switch from their favourite brand of wine, if another was cheaper due to a promotion, with an alarming 85 percent of people stating they would purchase imported wine if it was cheaper.

Of those surveyed, 38 percent also stated that country of origin was the deciding factor when purchasing wine, which is promising news for the Australian market where export sales continue to grow in the international wine industry.

Australia’s success in the wine industry is largely attributable to a strong supply factor, with over 140 varieties of grapes grown in Australia.