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Going below the surface of the boxed-wine debate

One argument is that some consumers equate boxed packaging with poor-quality wine. But is the problem the package or the quality of the wine to begin with?

Just how important is the package design in a category such as wine? A number of recent blog postings all point to the same conclusion. When people shop for wine, they often are enticed to buy a particular brand for the first time because they are drawn to the “cool” package design.

Getting them as repeat buyers apparently is another thing. A blog posting on thepour.com makes the argument, from one person’s perspective, that boxed wines might be sending signals to shoppers that the wine inside is of inferior quality. Think about it a bit, and this argument falls flat on its face.

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