Caminhos Cruzados, a well-known wine producer from the Dão demarcated region, has just launched its Titular Tinto wine in an eco-friendly bottle, better known as a Bag-in-Tube.
This is an innovative packaging concept for beverages such as wine, spirits, or even olive oil. The format, rarely used in Portugal, is already a trend in some European markets. “ Besides being eco-friendly, it's more consumer-friendly, as the wine retains its organoleptic characteristics intact for a relatively long period, ” says Carla Rodrigues, winemaker at Caminhos Cruzados. “ We fill the wine in an inert atmosphere, which prevents oxidation, even if the container is open for weeks. Because it offers a longer storage time, the Bag-in-Tube allows you to drink a glass without the pressure of quickly finishing the bottle for fear of it spoiling. This packaging system protects the wine from oxidation ,” she explains.
Titular Tinto Bag-in-Tube reaches consumers in three-liter tubes, available in wine shops and supermarkets throughout the country, with an approximate retail price of 21 euros.
Model for widening
“ When we created Titular Tinto, we wanted it to be a wine that would be part of everyone's table, a wine that would add joy and flavor to everyday life. This new format takes that concept even further: it's more portable, you can take it to picnics, barbecues or simply enjoy it at home, tailored to each individual's taste. In addition to all this, it's a more ecological way to consume wine, a concern we should all share ,” adds Lígia Santos, general manager of Caminhos Cruzados.
The new product is already being exported to Brazil and France, and expectations are high, so much so that the brand hopes to extend the format to other wines in its catalog. “ It’s a lighter and more carefree way to consume wine. I feel that sometimes people stop drinking wine because they don’t want to open a bottle just to have a glass ,” adds Lígia Santos. “ Normally, ‘bag-in-box’ wines are entry-level, very cheap, and associated with poor quality. So, to signal our firm conviction in Bag-in-Tube, we opted for our Titular Tinto, a wine that has already proven its quality and is well-positioned in the market and in the minds of wine lovers ,” reinforces the director.
According to recent market studies, Bag-in-Tube packaging has a future of exponential growth ahead in the next decade, especially in Europe and the United States. Beyond sustainability aspects, it offers a very efficient cost-benefit ratio, which is why it will increasingly attract investment from the beverage industry, not just alcoholic and/or spirits. The next segment with the greatest penetration will be the fruit juice industry, precisely because of Bag-in-Tube's ability to maintain the organoleptic properties of the packaged liquids for longer.
