How Bota Box Has Successfully Tapped Into Shifting Consumer Perceptions Of Boxed Wine

Forbes

3 days ago

Consumers Enjoying the Casual Atmosphere Evoked by a Boxed Wine Bota Box
Boxed wine first appeared in U.S. grocery stores in the 1980s, but didn't receive much acclaim at the time. Generally considered an inexpensive lower lower-quality wine, more serious wine consumers preferred to continue to purchase wine in a traditional bottle. But fast forward to today, and the image of wine in a box has changed dramatically.
While some traditional wine categories are showing low or no growth, the 'Premium Box' segment has grown more than 35% in dollar sales and 30% in volume sales since 2018, reaching annual sales of $972 million in past 52 weeks (Circana, ending June 15, 2025.)
One brand that has successfully tapped into this new consumer trend is Bota Box, and they have accomplished this by focusing on more premium wine in a sustainable container. Indeed, Bota Box is currently the #1 best-selling 3-Liter premium box brand in the U.S., according to Circana.
So how has Bota Box been so successful in this category? In order to find out more, I reached out to Andrew Blok, Portfolio Marketing Director for Bota Box. He works at Delicato Family Wines, based in Manteca, California. Established in 1924, Delicato is still family-operated, farming more than 4,000 vineyard acres and crafting a variety of wine brands in addition to Bota Box, such as Gnarly Head, Noble Vines, Black Stallion and others.
'We developed the brand with the consumer in mind by putting great wine in alternative packaging,' stated Andrew in a Zoom interview. 'There has been a shift in demographics with boomers aging out. People are more open-minded to alternative formats, especially if the packaging is sustainable and the wine quality is good. Our consumer base recognizes both the quality and the value.'
Andrew Blok, Portfolio Marketing Director for Bota Box, Delicato Family Wines Bota Box
So what is the suggested retail price point for the 3L Bota Box? The answer is $23.99, though prices fluctuate based on the location and retailer. But when consumers realize that they receive the equivalent of four bottles of quality wine in a recyclable box that will last up to 30 days after opening, they are impressed.
'When people discover Bota Box, the repeat purchase rates are through the roof,' reported Andrew. 'Our brand loyalty is quite high.'
The term 'bota' actually refers to a leather wineskin, but Andrew says they are using the term as an acronym for 'Be Open To Anything.' 6 Levers to the Success of Bota Box
As we continued our discussion, it became apparent that there are six tactics the team at Bota Box are employing to drive success in today's wine market. #1 - Tapping Into Wine Consumer Trends
From the initial launch of the original Bota Box in 2003 to the recent launch of Bota Box Breeze in 2021, Delicato Family Winery believes in listening to the consumer and tapping into trends.
'With Bota Box Breeze , we tapped into the new consumer trends toward moderation,' reported Andrew. 'All of the wines in this portfolio are only 8% alcohol and 80 calories. We were the first to offer a boxed wine in this new low-alcohol wine category, and now are the #1 selling light wine by volume, with 25% of the volume share.'
The Bota Nighthawk line was developed around 2019 to provide bolder, richer wine styles, tapping into the bourbon barrel-aged and buttery chardonnay trends.
Bota Box Breeze Low-Alcohol, Low-Calorie, & Low-Carb Wine Portfolio Bota Box # 2 - Sustainability Messaging with Recyclable Packaging
Both the box and website provide step-by-step instructions explaining how consumers can easily flatten and recycle the box. Plus the box itself is made from FSC-Certified recycled materials, and has a lower carbon footprint than traditional glass bottles. These facts resonate with many consumers who are interested in purchasing sustainable products.
The winery where the wine is made in Manteca, California, is also certified as sustainable by the California Sustainable Winegrowing Alliance. However, not all of the grapes that go into the wine are certified as sustainable, so this cannot be listed on the box. # 3 – Convenience, Portability and The Fridge Test
Another strong consumer trend is a desire for convenience. The fact that the wine box doesn't require a corkscrew to open and can last for up to 30 days makes it much more convenient for consumers. Plus, Bota Box has introduced a new 500ml tetra pak that holds 3 glasses of wine, making it very portable and easy to take to the beach, camping, pool, or other outdoor locations without fear of breaking.
'We also have the Fridge Test,' stated Andrew. 'We tested many refrigeration shelves to make sure we designed our 3L box to fit on the shelf of most standard refrigerators for added convenience.' The winery also offers a 1.5-liter box, but the purchase rates of both the 3L and 500ml boxes are higher.
Andrew added that the 500ml tetra pak format has quadrupled in sales since 2018. This is amidst an estimated category size of $280 million in 2025, representing a 16.9% growth since 2021.
'We like to have fun with the Bota Box brand and find consumers where they are.' Andrew Blok, Portfolio Marketing Director for Bota Box #4 - The Pickle Ball Equation and Other Partnerships
Like other wine brands, Bota Box has identified new occasions and partners to connect with consumers. One of these is being the official wine sponsor of the Professional Pickleball Association, where Bota Box participates in the tournaments across the nation. They have also been identified as a great football tailgate party wine because their packaging is shatterproof and easy to open.
In addition, they have teamed up with food festivals and chefs to pair recipes with their wines. Examples include 'Wing It With Bota', in their partnership with the Buffalo Wing Food Festival, and with Chef Eddie Jackson, NFL alum, who is the author of Game-Day Eats . #5 - Progressive Social Media Strategy
'Bota skews younger, and therefore, we like to have fun with the brand and find consumers where they are,' stated Andrew. Given this, it is not surprising that they have a very active social media strategy with a focus on Instagram, TikTok and Pinterest, though they also post on Facebook. In addition to hiring sommeliers to discuss their wine in online tasting videos, they also create funny, light-hearted videos, such as the one below. #6 - Flexible Grape Sourcing Strategy
Though the majority of the grapes that go into Bota Box wines are from California, the winery also reports that they source some of the grapes from outside the state. This gives them flexibility during years in which the crop may be smaller in California. In addition, all of their wines are non-vintage dated, which allows them to blend wine from different years to create a consistent taste for consumers.
'Consistency and flavor are our goal for Bota Box wines, so the consumer knows what they get when they open the box,' stated Andrew. This is the same strategy that is used by the Champagne houses in France for their non-vintage wines. Tasting the Wines of Bota Box
I received eight samples of different Bota Box wines to evaluate for this article, encompassing all three portfolios: Bota Box, Nighthawk and Bota Breeze . All of the wines were fresh and well-made, and it should be noted that the shelf-life of all boxed and tetra-pak wines is 6 to 9 months. Therefore, they should be opened and consumed relatively quickly after purchase.
Some of the highlights for me were the:
· Bota Nighthawk Cabernet Bourbon-Barrel Aged – a big, rich and velvety red wine with black plum, toasty oak and ripe mixed berry notes. Very satisfying.
· Bota Box Riesling – a lovely nose of white flowers, honeysuckle and peach that opens to a semi-sweet palate brimming with ripe melon, apple and peach notes. Delicious and an excellent choice for those who enjoy a bit of sweetness in their wine.
· Bota Breeze Chardonnay – Bright green apple, pear and lemon notes with a hint of oak, and a surprisingly fuller body for a low-alcohol, low-calorie wine. Packed with flavor.
· Bota Breeze Sauvignon Blanc - very light and delicate, with citrus and subtle grassy notes, finishing with a bright burst of refreshing lime. Only 80 calories and 8% alcohol.