Chardonnay Cube? Burgundy Box? Whatever You Call It, Target Aims For Cheap Wine Market

by Kevin Coupe

Perhaps mindful of the fact that inexpensive wine suddenly is a hot commodity among American consumers, Target Stores has come up with the Wine Cube - a box that holds the equivalent of four bottles of wine, or 20 five-ounce glasses of wine.

The Wine Cube comes in four different varieties - Chardonnay, Merlot, Pinot Grigio, or Shiraz - and is priced at $15.99.

To prevent spoilage, a ramp system within the cube ensures that the wine is never exposed to oxygen. This unique system makes it possible for the Wine Cube to last six weeks after opening.

Master Sommelier Andrea Immer, who is working with Target on this project, said, "Through my wine-made-simple philosophy and my partnership with Target Stores, I've worked to eliminate the snobbery and intimidation typically associated with wine. For years, wine lovers in Europe have been enjoying wine in alternative packages, and it's time for Americans to move past the stigma surrounding boxed wine. The Wine Cube presents the ideal option to guests because it's absolutely delicious, convenient and a great value."

The Wine Cube seems to be cashing in on the "Two Buck Chuck" phenomenon, which has become a national craze as Trader Joe's has effectively and aggressively marketed affordable (and even drinkable) wine.

However, boxed wine is hardly a new invention. More than two years ago, SupermarketGuru reported on Franzia, a boxed wine that then was both the best selling wine in America and the wine that got the lowest rating in consumer taste tests.

If anyone can transcend the "box of wine" it will be Target, with just a little of their hip advertising magic, chances are per capita consumption will increase.