GROWTH BRANDS

Launched in 2003 by Delicato Family Wines , Bota Box sold more than 12.2 million 9-liter cases in 2023 .

by MELISSA DOWLING AND KRYSTINA SKIBO

That means that it ’ s won 15 Growth Brands Awards since The Beverage Information Group started the program in 1997 . In fact , Bota Box has missed just one year of growth since the 2009 Growth Brands , in 2022 , and it bounced back the following year to earn a Comeback Brand Award with more than 12.2 million 9−liter cases sold .

Bota Box Breeze , a line extension launched in 2021 that ’ s lower in calories , carbohydrates and alcohol , also won a Rising Star award this year . Bota Box Mini , a 500−ml . Tetra-Pak format launched in 2012 , won a Fast Track award .

How has Bota Box managed to keep up the growth ? Parent company Delicato Family Wines , which celebrated its 100th anniversary in 2024 , is “ 100 % focused on quality with Bota Box ,” says marketing director Andrew Blok .

“ One of the big shifts was during the pandemic , when consumers were going to the store less often ,” he notes . This inspired them to try the large-format Bota Box , and when they did they were surprised by the quality .

It also helps that acceptance of the 3−liter boxes of wine has risen over the years , compared to when Bota Box launched in 2003 . The bag-in-a-box packaging was used for wines in Europe but not really in the U . S ., Blok says .

Negative perceptions about boxed wines have dissipated as well , adds Blok . “ Younger people in particular like the value , quality and eco-friendliness of Bota Box .”

EARTH-FRIENDLY APPEAL

Delicato created Bota Box in the spirit of the traditional Spanish wine skin known as a " Bota " used to carry wine for centuries . The Bota bag became popular in the 1960s and 1970s with outdoor enthusiasts and eco-conscious consumers who wanted to bring wine without the weight , waste and inconvenience of glass bottles .

Made at Delicato ' s certified sustainable winery in California , Bota Box is available in 3−liter and 1.5−liter BPA free Mylar bags in 100 % recyclable boxes and in 500−ml Tetra Paks . The packaging produces 96 % less landfill waste compared to the equivalent volume of wine in glass bottles , Blok says .

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Bota Box wines include cabernet sauvignon , chardonnay , pinot grigio , sauvignon blanc , dry rosé , pinot noir , merlot , old vine zinfandel , riesling and a Redvolution red wine blend . Nighthawk by Bota showcases bolder and richer expressions of the top varietals including rum barrel red wine blend , bourbon barrel cabernet sauvignon and others .

HIGH QUALITY , GOOD VALUE

In addition to quality product in signature packaging , value is a key tenet for Bota Box , Blok says . This is particularly important now , when many people — especially younger consumers — have less discretionary income .

Each 3−liter box contains the equivalent of four bottles of wine and lasts four weeks . The boxes offer about 20 glasses of wine ( 5−oz .) pours , at the equivalent of just $ 5 a bottle .

It ’ s an eco-friendly and economical format for parties , picnics , tailgating , etc . And for on-premise operators , “ Bota Box provides good value and great margins : It ’ s a brand that consumers trust ,” says Blok .

How will the company continue to grow the Bota Box brand ? It ’ s all about listening to customers , Blok says . “ We ’ re always working to meet consumers ’ needs .”

BOTA BOX

24 Beverage Dynamics • Fall 2024 www . beveragedynamics . com