Morrisons has revealed plans for dedicated displays of boxed wine as suppliers and analysts tip the format for growth.

Sales of bag-in-box wine were rising and the retailer would be introducing a separate boxed wine segment at the fixture, said Morrisons wine buyer Codie Pearce. It would also use its online portal Morrisons Cellar to monitor trends with a view to extending the range.

“It’s a great opportunity to make the customer aware that there is an alternative packaging format,” she said. “The key part in succeeding in boxed wine is maintaining quality and communicating that.”

Boxed wine had taken time to catch on, said retail analysts Mintel, but credibility had grown and 14% of wine drinkers now bought into the format, with 39% believing the quality equalled bottled. The trend was being driven by the DE demographic who were struggling with the rising price of bottled wine, it added.

Sainsbury’s wine buyer Alex Green said it had grown boxed wine sales by shifting from 3-litre to 2.25-litre boxes to hit a lower price point.

Last week, bottler Cobevco announced it was investing £2m to offer bag-in-box wine.

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