Constellation has launched Freshcase, a 2.25-litre box with a new-style, less-drippy tap, and a white wine version with the tap built into the base so that it can be stored horizontally in the domestic fridge.
Sainsbury’s wine buyer Holly Lee said the pack offered “real benefits to the consumer in keeping premium wine fresh for longer in a convenient pack”.
Sainsbury’s has an exclusive on Freshcase until the end of 2009 and is listing Hardys Nottage Hill Cabernet-Shiraz and Chardonnay, both retailing at £19.99. It is the first time Nottage Hill has appeared in boxed format.
The Freshcase pack is being introduced for other Constellation wines in Denmark, Norway and Sweden.
Constellation hopes the launch will extend the market for bag-in-box to embrace more premium wine drinkers.
The wine has a shelf life of six weeks after opening and a pack weighs 70% less than the equivalent three bottles.
It occupies the same shelf space as one bottle, according to Constellation.