This document discusses alternative wine packaging options, specifically soft packs or bag-in-box (BIB) packaging. It notes that while environmental benefits are important, convenience should not be overlooked as consumers need easy and accessible packaging. Soft packs have been successfully used by consumers for picnics and outdoors activities. The document also cautions that just focusing on price without excitement or convenience will not attract new consumers, and that most potential new wine consumers do not have the tools needed to enjoy wine easily. It concludes by stating that light weight does not necessarily mean easy recycling and offers suggestions to help stock control through color-coding age indicators rather than just content labels.

1. Alternative wine packaging – swimming
against the school?

2. Small things that make life easier

3. Environmental is nice
but there is more

4. We know about convenience in other
products

5. These people
need some
reminders that
things can be
easier

6. Pop one in
today’s
shopping

7. Let’s not forget picnics and outdoors

8. Tried and tested by consumers
everywhere

9. …and that’s without going down a
negative pathway

12. “If you can’t give me something
to excite my customers then all
we’ve got to talk about is
price…!”

13. ..a few more thoughts

14. Do new consumers (or arthritics) really need
a toolbox to enjoy wine?

15. Do more than 5% of these potential wine
consumers have the right tools?

16. Light weight does not equal easy recycling

17. Use colour coding to set age rather than
content only, to help stock control

18. FIN
Dr Jim Fortune
Fortune & Associates
jfortune@bigpond.net.au

19. A bit extra on soft packs (BIB)

20. The slow boat of change – both generated “heretic”
comments
Adelaide, March ’09, Perth, May ’05,
Marlborough Sauvignon Blanc Margaret River Red

21. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Mar‐1985
Apr‐1986
May‐1987
Jun‐1988
Jul‐1989
Aug‐1990
Sep‐1991
Oct‐1992
Nov‐1993
Dec‐1994
Jan‐1996
Feb‐1997
Mar‐1998
Apr‐1999
May‐2000
Jun‐2001
Jul‐2002
Aug‐2003
Sep‐2004
Oct‐2005
Nov‐2006
Dec‐2007
Jan‐2009
Feb‐2010
red % in soft pak
WHITE % in soft pak
Australian’s still enjoy a lot of wine in soft pak – mostly BIB

22. SWEDEN – 55.7% BIB