Tim Palmer The most expensive wine box in the business is being launched by Sainsbury. It believes there is a new breed of wine box consumer which is prepared to pay a high price for top quality wine in bulk. The multiple is bringing out a £20 three litre box which compares with £14, the average price of Stowells of Chelsea packs. A spokesman for Matthew Clark which owns Stowells said: "It will be interesting to see how it gets on. It will be the most premium product by a long and it will test the price elasticity of the market." The wine is Petit Chablis Jean de Chaudenay which retails in 75cl bottles at £5.99. The pack is a collaboration between Sainsbury wine buyer Rachel Hibbert and independent bag-in-box supplier Darlington Wines. Its managing director Patrick Darlington said: "Our brief was to develop something special. A lot of hard work went into ensuring the high quality Chablis was presented in sophisticated packaging, meeting the retailer's requirements and justifying the price point. "We anticipate the introduction of further premium quality boxes in the next 12 months." {{DRINKS }}

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