Accolade Wines Expands Mini Box Offering - KamCity

Following the recent launch of Mud House Sauvignon Blanc in a new Mini Box format, Accolade Wines has added its Jam Shed Shiraz to the range.

A key benefit of boxed wine is that its freshness is preserved for up to six weeks after opening, so consumers can drink the wine over multiple occasions. Delivering a 26% overall size reduction and a 13.6% cardboard by weight reduction compared to Accolade’s previous 1.5L format, the innovation is said to set a new standard across the category, proving it’s possible to “prioritise convenience and sustainability, without compromising on taste”.

The Jam Shed Shiraz Mini Box features clear messaging that educates and engages consumers at the point of sale, such as on-pack distinct flavour cues designed to enhance brand recognition and make it easier for shoppers to navigate.

Meanwhile, retailers can benefit from enhanced efficiency, with the design allowing for 12.7% more wine per pallet compared to Accolade’s previous 1.5L boxes.

The launch comes off the back of new research conducted by Accolade Wines that explored consumers’ evolving attitudes towards alternative wine packaging. The research identified significant barriers to broader adoption, including the generational divide in the acceptance and preference for alternative wine packaging. The research also highlighted the need for innovation in boxed wine design and messaging.

Lucy Ramsay, Head of Portfolio, Innovation and Sustainability – Europe at Accolade Wines, said: “With the festive season just around the corner, the launch of the Jam Shed Shiraz Mini Box couldn’t be timelier. It’s ideal for social, holiday gatherings, making it easy to share a delicious, quality wine with friends and family. Plus, its guaranteed freshness for up to six weeks after opening means that consumers can savour the taste of Christmas long after the festivities have ended.

“There’s still a big job to be done in terms of educating consumers about the benefits of alternative wine packaging and breaking down long-standing stigma, but Accolade Wines is entirely committed to driving this change through the launch of our new Mini Boxes, including Jam Shed and the recently launched Mud House Sauvignon Blanc”.