Drinking inside the box

cuvee pena03
Would you pay $89 for a 3L box of wine? Customers are doing it with style in Chicago–even if that kind of a markup is more like Manhattan!

Avec, the chic and sleek Mediterranean restaurant on West Randolph (so chic they don’t even take reservations), is pouring the wine from a bag-in-a-box. It’s $10 for a quarter-liter carafe, $31 for the bottle sized 750ml, and $89 for the 3L box (see the wine list). The Chicago Sun-Times reports:

Eduard Seitan, Avec’s co-owner and wine buyer, likes the wine so much he keeps three boxes on display at the bar.

“I’m very proud of it,” he said.

This actually is a great idea, particularly because the wine in question is the yummy Cuvee de Pena 2003, which I have previously recommended as excellent value vino. A $10 carafe of good wine is an idea whose time has come in America. Maybe more restaurants will start to drink inside the box?

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2 Responses to “Drinking inside the box”


  1. It’s an idea whose time has come for sure…in fact it’s long overdue.

    With that were possible around here. If I pay that little, I’m getting Franzia.


  2. In my opinion, packaging diversification will be the logical next step for competition in the wine arena. More thoughts on value innovation in the wine industry here.


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