As an advocate of alternative packaging, I’ve got to hand it to the Millennials. They’re much more accepting of non-traditional packaging than stodgy old Boomers. Jean-Charles Boisset:
The way we do things today, the way we live today, is not like the way we did centuries ago. And I don’t think one needs to associate wine with fussiness and stuffiness. It is supposed to be fun and that’s what I try to do…always keeping respect for nature,
As the youngsters show the rest of us the way — packaging bigots no more! — the nature of box wine will change.
The important thing, in all of these different packages, is that the wine is a good quality. Quality is what differentiates us.
Boisset, who owns vineyards and wineries in France, Italy, Canada and the United States, has packaged his wine in boxes, kegs and lightweight bottles.