Delicato Family Wines’ Bota Box is an 11-million-case juggernaut that now offers a nearly complete array of boxed wine concepts, from the traditional to the better-for-you, as well as other products like wine-based cocktail Bota’Rita.
“We’re seeing different consumers drink different categories of Bota, which is great because we’re not cannibalizing our own brands,” says Delicato Family Wines CEO and president Chris Indelicato. “There’s some crossover, and it’s allowing a large brand like Bota to participate in different categories, which of course builds the brand image. Bota’Rita is one of the most successful launches in the category.”
Better-for-you offering Bota Box Breeze is also soaring, with volume doubling in IRI channels this year after the brand jumped out to 365,000 cases in its 2021 debut, according to Impact Databank.
Franzia remains the largest boxed wine player by volume in the U.S. and globally, at around 22 million cases in the U.S. Better-for-you offshoot Franzia Refreshers ($15 a 3-liter) are continuing to surge after hitting 220,000 cases in the U.S. last year in their debut, according to Impact Databank.
About one-third of the volume for Refreshers comes from consumers who are new to the 3-liter segment, according to Jeff Dubiel, CMO at The Wine Group, with notable interest from hard seltzer drinkers. “That starts to signal that if we do this right there’s an opportunity to bring new users into the franchise and steal back some of the consumers that we’ve all lost to seltzer,” he says.
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