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Bag-in-box – a local phenomena?

>> Wednesday, August 18, 2010

If you were in Sweden you might think that the world’s wine packaging is dominated by bag-in-box. Well over half of all wine sold in Sweden is sold in BiB (“it’s so very convenient”). Internationally the picture is different. Leader in bag-in-box market share is indeed Sweden, followed by the two countries that pioneered this packaging form: south Africa and Australia. Here is the top ten for BiB, according to Euromonitor International:

1. Sweden: 18% market share, counted in number of units (NB: units, not volume of wine!)
2. South Africa: 9%
3. Australia: 7.5%
4. USA: 7%
5. Denmark: 4%
6. Greece: 3.5%
7. France: 2.5%
8. Russia: 2%
9. Canada: 1.5%
10. The Netherlands: 1.5%

(Source: Euromonitor International, Global Wine: Challenges and Opportunities Facing the Wine Industry)

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Michael Pleitgen August 18, 2010 12:49 PM  

You didn't mention Germany. Even here the share of BIB is increasing. The biggest wine retail chaine Jacques' Wein Depot (+ 280 Outlets) is doing a big part of it's business with Bag in Boxes.

Per and Britt, BKWine August 18, 2010 1:15 PM  

No, apparently it was not in the top 10 in the study. Which is perhaps surprising given the focus of the German market on low prices. You think it should be up there on the (name and shame?) list?

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