An open letter to Jorge Ordonez

Dear Jorge Ordonez, importer of wine from Spain,

Bring us a good bag-in-a-box.

Robert Parker may have just sung your praises in his most recent newsletter. He may have lauded some of your top wines such as El Nido with 97 points.

But you also have many great value wines ranging from Tres Picos, to Naia, to Juan Gil. Borsao is great juice for $6 a bottle. You need to put it–or something like it–in a bag in a box. There’s certainly no lack of old vine grenache in Spain that rolls in at value pricing. Tap that wine glut.

Boxed wine sales are the fastest segment with 204 percent growth over the past three years according to this story in August’s Wine Business Monthly. They eliminate the need for glass so can make a claim to being better for the environment. And they are certainly more convenient for consumers who just want to squeeze off a glass or two every night for a couple of weeks. While in France this summer, Mrs. Vino and I — and practically anyone who walked within 100 yards of the fridge for that matter — enjoyed glasses of wine from a 5L box of rosé that we bought for 12 euros.

Restaurants will love box wines since their per unit cost for a wine by the glass will tumble. Heck, if Avec in Chicago can sell the Cuvee de Pena 3L box for $89 on their list, there may be a future for selling the whole box to diners.

Get in quick while you can still be a pioneer. Others such as the three Ds with their DTour and the Three Bandits have beat you in terms of timing (learn more), but there’s still lots of time left on this trend. Catch the wave. You know quality. You know value. Now get to know new packaging.


Dr. Vino

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5 Responses to “An open letter to Jorge Ordonez”

  1. your lips. god’s ears.

  2. Beau,

    God = Jorge Ordonez?

    If I’d known, I would have asked for more than box wine!

    -Dr. V

  3. HERE, HERE! So much great wine available in box in Europe; most anti-box bias is among those who have not travelled. They have no idea. Bring it here!
    Fly by Night

  4. […] “Drink outside the box” NYT “An open letter to Jorge Ordonez” [Dr. V] Drinking box rosé in the south of France The excellent image is by Grady McFerrin […]

  5. me gustaria saber si tienen vino blanco pero, un poco dulce, creen q me puedan escribir y darem el nombre del vino . gracias


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