According to scan data from ACNielsen, premium three-liter boxed wine sales are the fastest-growing premium wine packaging segment, with 204 percent growth since September 2003. In terms of volume, premium three-liter boxed wines have grown 107 percent over the same timeframe.
While the growth has been phenomenal, it is still a very small category in terms of market share - three-liter boxed wine sales account for less than 1 percent of overall dollar sales and just 1.5 percent of total volume. Then again, in September 2003, three-liter wine market share was about half what it is now.
There are myriad factors for the rapidly increasing sales of the three-liter category, but one of the main reasons has been the increased acceptance by the trade.
While the greatest volume of three-liter boxed wines is seen in the under-$12 category, those priced above $12 are showing the greatest growth rates. Wines in the under-$12 have grown 72 percent since September 2003, while those priced between $12 and $15.99 have grown 126 percent in the same time period. In terms of market share, the lowest-priced three-liter boxes account for fully half of all three-liter box sales, while the mid-tier, priced between $12 and $15.99, claims under 10 percent of the three-liter market.
Even with the growth, note that 3L box still accounts for only 1% of dollars, and 1.5% of wine volume. That's a far cry from the percentages in Australia and the Scandinavian countries.