Trends have shifted of late, with winemakers and wineries introducing packaging such as roll-on pilfer-proof (ROPP) screw tops, bag-in-a-box, liquid cartons, and cans, as opposed to the traditional corked glass bottles, says Ultra Liquors national wine buyer Riekie de Jager.

“Consumers are happily buying wine under screw caps. The risk of having cork-tainted wine is 0% and it has now been long enough to know that the quality of the wine and its ability to age are not impacted by a screw cap,” De Jager explains.

As for bag-in-a-box, he notes that the overall quality of the wine traditionally packaged in boxes has since improved and consumers can now purchase a “great wine at an affordable price”.

He elaborates that, ten years ago, the leftovers of a harvest would be placed in a box and an inferior product would be sold. “These days, a decent wine can be bought in a bag-in-a-box format, where single cultivators are used, not just the blend of leftovers.”

De Jager adds that boxed and carton wine has become increasingly more acceptable among consumers, owing to partnerships between major retailers and well-known wine brands.

He suggests that, “it is this type of retailer–winemaker partnership that not only provides consumers with a better deal on their favourite labels, but it makes it more acceptable to buy bag-in-a-box wine”.

According to market research company NielsonIQ’s data, in South Africa, the volume of wine in cartons in the formal market has increased by 50.7% from 2022 to 2023, and by 55.7% in value over the same period. This double-digit growth has continued into 2024.

De Jager adds that, in the short term, wine produced in 750 mℓ glass bottles is only growing in value by about 5%, not including inflation. On the contrary, box wine is growing “way ahead of this” in the markets that Ultra Liquors serves, with bag-in-box growing at more than 40%.

Robust Alternative

Liquid cartons provide beverage manufacturers with a lightweight resilient packaging alternative that reduces transport costs and carbon emissions.

In the flat sleeve state, up to 740 000 1-ℓ cartons can be delivered to a wine manufacturer on a single truck in one trip. This reduces the number of deliveries needed compared to other pack formats.

On arrival, flat cartons can be stored efficiently until they are needed for production.

After cartons are filled, they can be stacked safely and easily into a delivery van. The robust design reduces the likelihood of breakage during transport – which is an important feature, notes Boland Wine MD Steven Roux.

“All manufacturers are concerned about whether or not their product arrives at its destination in the same condition as it left. We found that cartons were much easier to transport without breakages and helped to reduce our overall packaging costs,” states Roux.

On top of providing Boland with a resilient packaging solution, cartons also help to maintain the quality and flavour of the wine, with no chance of taste taint.

The multi-layered characteristics of liquid cartons prevents UV exposure and oxidation – important considerations when it comes to wine.

Unopened, liquid cartons will preserve a wine’s quality for six to eight months comfortably, and sometimes even longer, depending on the type of wine.

Perception Change

The market has clearly become more open to trying out new wine packaging solutions, and De Jager believes that, while consumers still prefer to take a bottle of wine for more formal social events, during the week, “consumers are happy to buy wines in a carton”.

In addition to providing consumers with cost savings, the design of the carton adds further conveniences, including presenting “well” on a shelf and being able to “stand upright” in a shopping bag. The cap also enables “an easy pour” and, unlike corks, can be replaced, enabling consumers to continue drinking at a later date.

Cartons also provide consumers with a sustainable packaging alternative as they are recyclable. Virgin wood fibre is sourced from responsibly managed forests and used for paperboard, which can be repurposed into cardboard and boxes.

The polyethylene and aluminium layers are separated from the fibre and later recycled into useful materials for construction such as planks and roofing, as well as furniture such as outdoor benches.

“While cost and breakage were important considerations for us, our environmental impact was a vital part of our decision to introduce cartons,” explains Roux.

He notes that consumers are becoming more environment-conscious, and winemakers need to ensure that they are responding to these changing demands.

Though cartons seem like an unusual packaging option for wine, their design and features make them a worthwhile choice for winemakers and consumers alike, De Jager concludes.