Bag-in-box wines are becoming more than just a budget-friendly option—they're now being praised for their discretion, convenience, and sustainability. As consumers adjust to more time spent drinking at home, many are turning to box wine as a subtle and practical alternative to glass bottles.

According to Richard Cochrane, managing director of the UK arm of Spanish wine producer Félix Solís, the format is gaining traction partly because of an unexpected perk: it makes recycling less noisy and more manageable. “Lockdown has created a recycling shame badge and bag-in-box is a discreet way of dealing with it,” Cochrane says. “It makes for much less noise at the wheelie bin!”

Changing habits under lockdown

With restaurants and pubs closed for much of 2020 and 2021 due to pandemic restrictions, at-home drinking surged. But with fewer guests allowed over, consumers became more aware of the volume of bottles they were disposing of—and how that might appear to others. For many, bag-in-box wines offer a more discreet alternative to clattering glass in public recycling bins.

Cochrane noted that exports of Félix Solís’s bag-in-box wines, which include the organic brand Viña Albali, have doubled year-on-year, driven by strong performance across over 120 global markets. He attributes this success not only to social changes brought about by lockdowns but also to the practical benefits of the format.

“If you’re at home, it’s like having wine on tap,” he explains. “People don’t have to finish a bottle in one sitting—they can pour the exact amount they want.”

A format gaining serious momentum

Beyond discretion and ease of use, the environmental benefits of boxed wine are also increasingly appealing. Cochrane highlighted improvements in packaging technology, including recyclable inner bags and cardboard exteriors. “You’ve taken a lot of carbon out of the production process,” he said. “You’re not moving heavy glass but much lighter packaging.”

Industry figures reflect the growing demand. Australian Vintage reported a “tsunami of demand” for boxed wine in the UK during the first lockdown, prompting them to release their McGuigan Black Label in bag-in-box format. Sainsbury’s said boxed wine sales rose 41% year-on-year, with 28% of 25–34-year-olds purchasing boxed options. The Co-op saw sales spike by 300%, expanding its range to meet demand. In the US, market analyst Nielsen also reported strong growth in box wine sales.

Value and moderation driving appeal

Though retail wine sales soared, overall alcohol consumption actually declined during the first national lockdown in the UK. According to Nielsen Scantrack and CGA, total alcohol volume sold dropped from 2 billion litres to 1.3 billion litres in the 17 weeks to July 2020. While supermarket value sales rose by £1.9 billion, this did not offset the impact of closed bars and restaurants.

Cochrane pointed to one final reason behind the rise of boxed wine: value for money. “The format offers affordability without compromising quality,” he said. “It’s easy to use, environmentally friendly, and allows people to moderate their consumption.”

Alongside the boxed wine boom, dealcoholised wines are also growing in popularity. Cochrane noted that sales of Félix Solís’s alcohol-free wines in the UK are up 28% year-on-year, with the company now supplying around a third of the no-alcohol wine market in the UK.

From sustainability and discretion to flexibility and cost savings, bag-in-box wines are redefining the wine-drinking experience for a new era of at-home enjoyment.