In 1996, Italian wine drinkers bought 260 million litres of wine in boxes, up from 255 million litres the previous year and 227 million litres in 1994.
Supermarket chains actually sold more boxed win…
In 1996, Italian wine drinkers bought 260 million litres of wine in boxes, up from 255 million litres the previous year and 227 million litres in 1994. Supermarket chains actually sold more boxed wine than bottled wine for the first time since the Italian government authorised carton packaging in 1983. The authorisation only became definitive in 1991 and, unlike other European nations, applies exclusively to table wine. Oscar Liverani, president of Italy“s leading producer of cartoned wine, Caviro di Faenza, believes this limitation penalises the sector and is calling for the Italian government to bring its packaging norms into line with those of other European Union nations so that Doc wines can also be sold in cartons. The success of wine in cartons was highlighted by recent Nielsen market research into sales over the last three years. Of the approximately 500 million litres of wine sold in supermarkets and hypermarkets last year, 33% was contained in traditional 0.75 litre glass bottles, 37% in cartons and the remaining 30% in other types and sizes of glass container. In 1995, the breakdown was 35% in 0.75 litre bottles, 34% in cartons and 31% in other glass containers, while in 1994 the figures were 35%, 31% and 34% respectively. Reasons given for this success include the lower prices of boxed wines and the practicality of cartons, which are lighter and easier to store and dispose of than glass.