As part of moves to reduce the carbon footprint of the wine aisle, Accolade Wines is setting a new standard across the category with the launch of a Mini Box format for its Mud House New Zealand Sauvignon Blanc.
The compact 1.5L format delivers a 26% overall size reduction and a 13.6% cardboard-by-weight reduction compared to Accolade’s previous 1.5L format. The box’s design features clear messaging that aims to educate and engage consumers at the point of sale, such as on-pack distinct flavour cues that simplify consumer choice.
Accolade noted that the compact design is also a win for retailers, allowing for 12.7% more wine per pallet compared to Accolade’s previous versions, while cardboard outer casing will replace shrink wrap, removing 2.97kg of plastic per pallet.
A key benefit of boxed wine is that its freshness is preserved for up to six weeks after opening, so it can be used on multiple occasions.
Lucy Ramsay, Head of Portfolio, Innovation and Sustainability – Europe at Accolade Wines said: “With the launch of our Mud House Mini Box, we hope to redefine the wine aisle by offering a solution that aligns with the evolving demands of consumers and helps mitigate impact on the environment. Prior to launching, we conducted extensive consumer research which involved in-home trials, accompanied shopping trips and focus groups, and we found that consumers are increasingly more open to alternative formats – with the Mini Box emerging as the most relevant.
“We know that consumers are increasingly open to trying new, sustainable options and we’re really looking forward to seeing how well it’s received. This innovative format is one we’re planning to expand upon as we widen our boxed portfolio across some of our most popular brands, making it easier for consumers to enjoy quality wine with a smaller environmental footprint. Our over-arching, long-term aim is to get all formats into the same aisle, with boxed formats adjacent to traditional glass bottles, so consumers have true choice as in all other categories.
“As we roll-out the Mini Box, we have plans to enhance boxed wine bays with range, packaging and in-store activation, and target more off-shelf feature and display throughout stores. It’s a win for both our customers and consumers, whilst working on our environmental impact, and we can’t wait for everyone to experience it!”
The new 1.5L format has gone on sale in Sainsbury’s exclusively for three months (RRP: £18 – £16 on promotion).
