Cask in a box

Fisheye Wines, a unit of the Wine Group, rolled out a new national TV ad campaign on Oscar night, aimed at 25- to 40-year-old wine drinkers. The new campaign is focused on the Fisheye brand and their "premium cask" or boxed packaged products. Each of its 3 liter casks - which are cardboard packages holding a collapsible bag holding the wine - store the equivalent of four bottles of wine in a package that fits neatly into a refrigerator. AC Nielsen data shows the boxed wine category is the fastest growing segment of the wine business, up 44 percent over the past year, compared to just 3 percent growth in overall table wine sales. Since their lighter whites [Sauvignon Blanc and Pinot Grigio] are decent mid-range wines, this might not be such a bad concept overall - given the current stigmatism to boxed wine. Salute for thinking "outside the box".