Everything you've always wanted to know about boxed wine figures (but couldn’t ask)

Wednesday June 13 2018 by Vitisphere

“Consumers attach less importance to the container and are willing to buy wine in boxes to take advantage of more attractive prices' say experts at Business France.“Consumers attach less importance to the container and are willing to buy wine in boxes to take advantage of more attractive prices' say experts at Business France. - Photo credit : DR

Until recently, figures for wines marketed in boxes were subsumed into the bulk wine category. Now, global trade in boxed wines can be closely monitored thanks to the customs code number 220422. Following a legal ruling in 2013, the code came into effect in 2017 and makes it possible to monitor world trade in bag-in-boxes ranging from 2 to 10 litres. According to a report by Business France, these initial customs figures provide the first precise snapshot of the market.

Last year, Sweden was the largest importer of bag-in-boxes with imports totalling 493,000 hl. The format accounts for 25 % of its total imports, compared with just 3% of American imports (the second-largest importer country with 310,000 hl). Scandinavia’s attraction for boxed wines is confirmed by Norway, where the format accounts for 39% of imported wines. Australia is by far the largest bag-in-box exporter with shipments of 630,000 hl, equating to 8% of its total exports. The share is smaller than for South Africa and Germany (12% and 16% respectively), but higher than for France, Italy and Spain (3%, 2% and 1% respectively). "Germany has a few large BIB players that re-bottle bulk imported in BIB, particularly for local consumption” commented Business France experts.

French producers yet to tap into the market

Accounting for 10% of boxed wine export volumes, France’s main customers are Northern Europe. However, its performance is below its marketing capacity, according to Business France, which points out that “boxed wines are a market that French producers have yet to properly tap into”.

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