Last week’s Wine Economist stressed the need to adapt to changing wine market conditions and to embrace innovations as part of that process. However, innovations are not always readily accepted (often rightly so). There is often the fear that change will simply ruin whatever good or service is being considered.
Curse of the Paperback Novel
The economist Paul Krugman likes to point to an innovation in the publishing industry that was initially met with fear and alarm. It will be the end of publishing and literature as we know it, critics said. What was the next big thing that got authors and publishers all worked up? No, it wasn’t the e-book, as you might guess. It was the paperback, which ended up vastly expanding the literature’s reach.
Paperbacks opened up a new world for book lovers. Packaging is one area where wine has embraced innovation, too, but slowly. Bag-in-box was once seen as only fit for inexpensive bottom-shelf wines, but now premium (which in this context means $4+ per bottle equivalent) 3-liter boxes are a hot commodity, one of the few growth categories in the U.S. market.
B-in-B and Beyond
Bag-in-box shows that wine packaging need not end with the traditional glass bottle, but how far can innovation go (without going too far)? My first glimpse of the possible future was back in 2007 when I wrote about two wines that
This Article was originally published on The Wine Economist
