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Bag in box wine market needs more competition

Published:  23 July, 2008

UK bag in box wine sales would increase if more suppliers entered the market and targeted older buyers,

This is the verdict of Jean-Philippe Perrouty, Senior Research Manager with Wine Intelligence, who was speaking at the recent Performance BIB bag in box conference in Nimes, France.

Although bag in box products account for a third of UK wine sales, Perrouty said this was "two or three times less" than other Nordic markets.

"They are generally seen as acceptable for a narrow range of drinking occasions, mainly focussed on parties and celebrations at home," he said, adding that this made wine boxes particularly popular with 18-34 year olds, and that demand for them fell away sharply with older buyers.

He added suppliers should consider marketing bag in box products for other occasions, and that if the range on offer was expanded from own label and top ten brand products, this could pull in a broader age range of buyers.

Other speakers at the conference discussed elements such as technical specifications and packaging, whilst consumer preferences in France, a market with a lower uptake of bag in box products, was also considered.

Control of volumes consumed in Northern Europe was also on the conference agenda.