Boxed wine gets a bad rap because, well, it’s wine in a box. You’ve heard all the negative connotations by now: They’re cheap, unsophisticated, and downright boring. You walk into any party with boxed wine, and you’ll not only raise eyebrows, but also be persona non grata at the next shindig. I’ve personally never sipped wine from a box, though that has a lot to do with the fact that my introduction to wine happened when a date of mine from more than 20 years ago ordered a bottle of Château Ste. Michelle Riesling at a restaurant I frequented. The Riesling was sweet, crisp, and truly delicious for someone who runs on beer, tequila, rum, and whiskey. That bottle of Riesling, however, sparked curiosity: Buying a dozen red and white bottles of wine from my local shop in Pasadena, California. The bottles sat mostly on my wine rack collecting dust. I’d open one every few months when guests preferred something buttery or fruity over carbonated or oaky booze.
It wasn’t until my trip across Tuscany in April 2018 that I really learned to appreciate wine. After touring the tiny village, one wine came out on top, and it’s one I order every chance I get when dining out: Chianti Classico. But always make sure the bottle carries the black rooster symbol. The older I get, the more I appreciate a glass of wine. Heck, last summer while visiting Cuban Creations Cigar Bar in New Orleans, the lovely waitress recommended a glass of Cabernet Sauvignon for the Arturo Fuente Gran Reserva cigar I was about to light. It was a great recommendation.
That said, I prefer beer, whiskey, and tequila when enjoying an adult beverage at home or during outings with friends. It’s hard for me to deviate from my three amigos unless we’re specifically visiting a vineyard or wine bar. But earlier this year, Medly Wine Co. reached out to me about sampling their organic, zero-sugar wines delivered straight to your door in sustainable pouches.
Wine.
In a pouch.
OK, I’m listening.
But also: Why a pouch?
It turns out Medly (as in Mediterranean-ly) Wine Co. is jumping on a trend growing in Europe: A demand for pouches and bag-in-box wine packaging. Yes, as in the aforementioned boxed wine.
But Medly’s pouches are what really caught my attention. It turns out that 60 percent of all wine consumed in Europe comes from pouch and BIB packaging. A spokesperson at Medly Wines Co. tells me that Spain, France, and the UK have adopted BIB and pouches, but in smaller percentages compared to countries like Switzerland, Austria, Norway, Sweden, Denmark, and Germany.
Italy, apparently, is still not convinced, but that’s changing. Medly Wine Co. tells me that, over the next five years, demand for pouches will surge and become more mainstream everywhere. Why? Growing consumer demand for environmentally friendly packaging, and suppliers who provide it benefit from favorable pricing and tax advantages from their governments. More traditional wine countries like France, Italy, and Spain have been slower to adopt. But times are changing, with newer generations interested in innovation and something different than the traditional offerings that prior generations are used to.
What distinguishes Medly Wine Co. from others is that its pouches stay fresh for 45 days after they’ve been opened, unlike a bottle of wine, which should be consumed practically in the immediate future.
Medly Wine Co., founded by Aaron Moore, who lives in the Mediterranean, should be applauded for their environmental friendly approach as an alternative to bottles. I’m all about recycling and caring for the planet. Medly is the first to bring certified organic Mediterranean wine to the U.S. in these fun pouches that make it oh so easy to grab-and-go for your next outdoor event.
The package arrived earlier this summer at my home in Austin, TX. My wife and I gleefully opened the package, which included three pouches: French Rosé, Italian White, and French Red. The package arrived within days of our boat trip on Lady Bird Lake to watch the phenomenon of 1.5 million Mexican free-tailed bats emerging from under the South Congress Street Bridge, home to the world’s largest urban bat colony. This was our sixth or seventh time we had embarked on the boat tour that ends just after sunset, when the bats (the size of a chicken nugget) are well on their food-seeking voyage. Because we’re practically regulars of this boat tour, we know to bring a YETI backpack cooler filled with beers and seltzers. But for this trip with our friends in town, we only needed to pack one pouch (the Italian White), which equals a whopping four bottles of wine.
As soon as the boat tour started, I reached into my backpack and pulled out the pouch. Even though there were only four of us, we brought 10 plastic cups, just in case anyone else wanted some wine. We didn’t need to twist anyone’s arm. Four strangers gladly accepted a pour or three. I enjoyed four cups of wine and two beers. Suffice it to say, we didn’t make a dent in the Italian White pouch. We packed what was left and enjoyed it the next day over some Netflix.
My only critique of Medly’s pouch: I’d see about improving the base. The problem is that it tips over after you’ve poured yourself three or four glasses of wine. The first time the pouch tipped over, I panicked, fearing the wine would spill. It didn’t, but I did have to rest the pouch against the faucet on my island.
My wife took a pouch with her to a friend’s book club, and it was a huge hit there. The third pouch never stood a chance: We finished it in one weekend while binge-watching Netflix.
Now, it’s worth asking: Will we give up our bottles of wine? Highly unlikely. But will we be buying and recommending Medly’s pouches? Absolutely.
It’s time to embrace the pouch.
