According to The Drinks Business (2017), leading online retailer, Amazon UK has seen a robust 212% growth in sales this year as consumers in the UK are embracing the bag-in-box wine trend.
This global trend has been compared to the cork to screw cap movement, which lead to screw caps being accepted worldwide as a good quality, convenient packaging option for wine.
South African wine lovers are on trend and becoming aware of the benefits of boxed wine, more commonly known as 'papsak'. This has lead to an increase in local boxed wine sales.
“We’ve seen a significant 34% growth in sales for the Drostdy Hof 3-litre bag-in-box wine compared to the previous financial year,” says Frans Booysen, Marketing Manager of Accessible Wines at Distell.
Local consumers have shown “more sensitivity to prices due to economic turmoil experienced in 2016” which could promote more affordable drinking purchases, such as bag-in-box wine. (Euromonitor, 2017).