Quality and Popularity of Boxed Wine Soaring in Belgium Supermarkets

Six to seven million liters. They currently sell as much wine from the box-in-box called Delhaize every year. “That’s at least 45 percent of our total wine sales,” said spokesman Roel Dekelver. “Since 2020, we have seen a double-digit percentage increase in this package every year. ” At Colruyt they confirm the move. “We also see volumes increasing,” said spokeswoman Eva Biltereyst. “This now accounts for a third of our total wine sales. “

And that’s for a wine that had a bad reputation, especially in the early years. Delhaize started with it in 2000. “The supply was still very limited at that time,” says Dekelver. “And the quality of the few boxes that were on the market at the time was above all standards,” said Alain Bloeykens. “I remember how, in those early years, I did a special for the newspaper about these wines for the first time. The headline was: only for alcohol. Because they were truly incredible. The difference with bottled wine was huge.”

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“I remember how, in the early years of bag-in-a-box, I did a special for the newspaper about these boxes. The headline was: just for alcohol”

Alain Bloeykens

Nieuwsblad wine expert

“That has become a different story today. The range is much bigger and the quality has also increased significantly,” said Bloeykens. “I did tests comparing the same wine from the box and the bottle. There was no difference. Fine wine castles are no longer reluctant to offer their wine in boxes. Of course I’m not talking about Petrus or anything like that, but the usual supermarket wine references are now in the box too. And that contributes to success. The movement has been going on for several years, but for a long time it was a seasonal product: for spring and summer. Rose from a box at the barbecue. Now these boxes are bought all year round. Although the highest sales are still in spring and summer and white and rosé are still the most popular.”

The disadvantage

In addition to higher quality and a larger selection, there are several other things that make it popular, according to Bloeykens. “The price. The same wine is always a little cheaper in a box.” Which is right. The Rosé Gris Languedoc Roussillon At Delhaize, for example, it costs 5.32 euros per liter in a bottle and 4.66 euros per liter in a 3-liter box. That’s 12.5 percent less. “On average, a 3 or 2.25 liter carry-in bag is even about twenty percent cheaper,” said Dekelver.

“The shelf life is also an advantage,” says Bloeykens. “Once opened, the wine will keep for a long time. Most boxes say six to eight weeks, some manufacturers even claim twelve weeks. That’s too much. We have already confirmed that. After a couple of weeks the best part is gone. But that in itself is already a long time. ” Bloeykens sees one small drawback. “At least for the consumer, because it’s beneficial for sales. Unlike a bottle, you can’t see what’s out of a box like that already. It’s much easier to pour an extra glass and suddenly realize: oops, that box is already empty. Many will know that feeling.”