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Box bar?

>> Tuesday, November 24, 2009

Can you make BiBs trendy? The first “pop up bar” is what they call it. The wine importer Philipson Söderberg has launched a wine bar dedicated to the “celebration of bag-in-box wines” in the centre of Stockholm. They will mainly (only?) be serving Fleur du Cap wine from plastic bags in cartons. It sounds about as inspired as if you launched a restaurant proclaiming to use only frozen raw materials – nothing fresh – in the cooking. Or if you organised a concert and only provided a transistor radio as a loudspeaker. Bizarre. Some kind of inverted snobbism? (Trivia: more than 50% of all wine sold in the monopoly wine shops in Sweden is sold in bag-in-box.)


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