Boxed wine is one of Australia’s most extraordinary contributions to the wine industry, also known as cardboardeaux, bag-in-box (BiB), or more commonly.
Australian winemaker Thomas Angove patented the design for a one-gallon polyethylene bladder in a cardboard box in 1965, inspired by the ancient method of storing wine in goat skins. The first model required drinkers to cut a corner of the plastic bag and reseal it with a special category peg (used to transport battery acid).
Once a tap was designed in the 1970s goon climbed quickly to make up about 50% of wine sales in Australia. In the days when restaurants sold “house wine”, goon was known for being economical above anything else, and convenient, associated more with families on a budget and people on low incomes.
Wine in the ‘70s was still perceived as for special occasions and casks may have helped change that. Thirty years later, between 2004-2014, there was a 30% drop in cask sales but a 40% increase in bottled wine during the same decade. As domestic sales had been dropping, the cask concept (and its contents) was also being exported.
Goon has come a long way from its origins and reputation. The visual appeal of the box and the bag has evolved, along with the narrative the wine label communicates about history, geography, identity.
As the environmental benefits of wine in a box have become more important to new consumers, the quality of its contents has also improved. Jilly Wine Company’s Chateau Cardboard Red at $71 for 3 liters, is a long way from the one-gallon packs of table white, table red, port, sweet sherry, and muscat launched in 1965.
There are good reasons why Australians love goon, and there are strong reasons for the love to grow.