Don’t fear the screwtop!


Or the wine in the box?

About two years ago, I went to a Dave Matthew’s concert at the Hollywood Bowl. Bottles were verboten, wine or otherwise, but they did have some vino on offer for purchase. It was typical—my usual splurge was going for $88. So to be economical, I went red, opting for the Frei Brothers Pinot Noir at $46. Then, adding insult to injury, I watched them uncork that baby and dump it into a 32 oz. plastic cup. This atrocity was topped off with an offer of a straw. Synthetics in my pour? I don’t think so . . . but all indications point to a revolution in what’s accepted in good wine-making these days…

Yes, Brand Girl—it’s true. Apparently the romance of glass or cork and wine is soon to be yesterday! But it’s a memory that might need some rebranding. Afterall, the screwcap prevents cork taint (ack! the tragedy of spoiled wine). Compared to glass, boxed wine is mucho cheaper to produce, reduces the carbon footprint on our precious earth and has a shelf life of 3 to 4 weeks (which eliminates any excuse of needing to finish that opened bottle in a night—could be a good or bad thing, depending on your company.).

And if you happened to see this New York Times op-ed, you will see that negative stigma attached to boxed or screw-capped wines is gone in Australia (not known as the most refined country, true) and that it is even gaining acceptance in France––the hardest of connoisseurs to please… so how are we overcoming negative perception in the States? If you are Hogue Cellars, you’re doing your homework, and turning any negative perception upside its head with some mighty “infotainment.” Hogue winemakers studied screwcaps “extensively over a two and a half year period and found that wine sealed with a screwcap tasted better and stayed fresher longer than wines closed with natural or synthetic cork.” (I don’t know. I still take pleasure in the texture and scent of a wood cork. And the sound of its popping that invokes so much emotion and passion. Can you please “cap” that too!)

So what’s your feeling about box wine? Vote here. Meanwhile, if you’re packing snacks for an outside event of any sort this weekend, you “ego” gone “eco-folks” might think about bringing some tasty, refreshing sippy boxes along – and I’m not talking just for the kids. Don’t forget the tunes!

Happy Labor Day! xo

Filed: branding, cali life, entertainment

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