Article Eurowine sur le BIB de Septembre 2011 - Performance BIB ...

Marketing & TechnologyMarketing & TechnologieBIB ®Success StoryInterview with Jenny Bond,President of Performance BIBAn interview of Jenny Bond, President of the Performance BIBassociation. There were about 2 billion litres of wine filled inBag-in-Box®(BIB) worldwide in 2008. Sales of wine in BIB havebeen rising constantly for the last thirty years, with technicalimprovements allowing better quality as well as more premiumwines to be filled in BIB.BIB ® L'histoire du succèsEntretien avec Jenny Bond, Présidente dePerformance BIB.Le Bag-in-Box ® c'est deux milliards de litres de vin vendus en 2008 et une croissanceconstante depuis trente ans. Croissance des ventes, en volume et en valeur,croissance d'une gamme en voie de premuimisation. Point d'étape et perspectived'avenir avec Jenny Bond, Directrice de l'association Performance BIB.Retrouvez cet article parmi les dossiers dewww.vitisphere.comMots-clés : BIB, performance© Fiduz16 | 2011 SEPTEMBER | N°46

EuroWineWhat is the globalmarket and carbonfootprint for BIBPackaging?J. Bond : We know (based uponindustry sources) that in 2008, therewere about 2 billion litres of wine filledin Bag-in-Box®(BIB) worldwide and thatthis represented 10.4% of the total winevolume sold in packages.Glass remains the principle package ofchoice with 78.3% of the total volume.It has been estimated however that glassaccounts for about 95% of global carbondioxide (CO2) equivalent emissions forwine packaging and BIB only accountsfor about 1.6% of total CO2 equivalentemissions (Source: “The EnvironmentalImpact of Wine Packaging”, Eva Shea,Université de Provence Aix-Marseille,Département Master LEA, September2009). Since glass bottles are gettinglighter in several countries and BIB isgrowing its market share, the overalltendency worldwide is towards a“greening” of wine packaging. In the UKthere has been a trend towards filling BIBin the UK rather than the country of originparticularly for wines being shipped longdistances for example from the NewWorld . Whether or not this continues willdepend upon such factors as the perceivedcarbon savings and the quality advantagesof packaging at destination.What is the basis forthe rise of BIB?J. Bond : BIB is the only containerthat will allow the wine to stay fresh formany weeks once the package has beenopened. Tremendous progress has beenmade in improving the quality of BIBwines offered, laying the groundworkfor repeat purchases. Part of this qualityimprovement comes from the wine itselfbut much is the result of better fillingpractices and packaging.Newer generations of wine consumersare seeking, in addition to the pleasureof drinking wine, convenience, but alsoeco-responsible consumption. Severalindependent life-cycle assessments forwine packaging (available from www.bi-b.com)have shown the very favourableenvironmental impact of BIB packaging.It is important to emphasise that eachpackaging format has its own pros andcons but they all have their place in themarket and wine consumers today arefortunate to have such a wide range ofchoice depending on their life style anddrinking habits.What are the fastestgrowing markets forBIB wine?J. Bond : The growth rate of BIB is rapidin the largest BIB consuming countries(USA and France) and BIB industryobservers have estimated (unpublishedfigures) that worldwide wine BIB growthwas probably about 10% per year in2009 and 2010. This would put the totalvolume of BIB sold at over 2.4 billion litresin 2010. About half of this total volumewas filled in only three countries in 2010:a little over 0.5 billion litres were filled inthe USA, slightly under 0.5 billion litreswere filled in France and about 0.2 billionlitres were filled in Australia. Most of therest of the filling occurred in Germany,UK, Spain, Italy, Chile, Argentina, SouthAfrica, New Zealand, Canada, Russia andEastern Europe. In terms of consumptioncentres, we of course have witnessedthe rise of the Scandinavian countries(Sweden, Norway, and Finland) thataccount between them for about 0.15billion litres of wine sold in BIB.Many inside observers believe that thelargest volume increases in future BIB saleswill come from the Southern Europeanwine producing countries: not only France(already the 2nd largest BIB market inthe world) but also from Portugal, Spainand Italy as their wine consumers furtherdiscover the advantages of BIB wine forboth high quality appellation wines andfor more ordinary table wines. Since BIBis so well suited to the occasional wineconsumer (responsibly seeking a glassof good quality wine from time to time)and the occasional wine consumer is inthe rise in all of these wine producingcountries, BIB packaging should have anexcellent future before it.© Performance BIB - J. BondDo you confirm apremiumisation ofBIB wine?J. Bond : As Tim Patterson pointed outin a May 1, 2010 Wines and Vines article(entitled "How Good Is That Wine Bag,Really?"), "Box wines are a fast-growingsegment of the wine marketplace, and thewine quality standard has been rising justas rapidly. In the U.S., the explosion ofthe premium 3-liter category has liftedthe sales and reputation of box wines tosomewhere near where they have been inother countries for years." and "Box winesmake up half or more of the volume ofwine sales in Australia, Sweden andNorway, and a good 20% in not onlythe UK but also France. In the U.S., thecategory accounts for about 18% of winesales volume."The trend towards the premiumisationof wines in BIB has been going on manyyears in quite a few countries. In theUnited States, this was illustrated by theintroduction of the 3 litre “Black Box” butalso premium brands by Hardy’s (“BanrockStation”), Delicato (“Bota Box”), Origin(“Voyage”) and others. In Europe not onlyare better appellation wines and brandsnow more widely available, but we areseeing more chateau and expensive winesproposed in BIB.N°46 |SEPTEMBRE 2011 | 17

EuroWineConfirmez-vous lapremiumisation des vinsen BIB ?Comme l'a déclaré Tim Patterson dansun article consacré au vin en BIB dunuméro de mai de Wines and Vines : «lesstandards de qualité des vins en BIB ontprogressé tout aussi vite que les ventesde vins en BIB. Aux Etats-Unis, l'explosionde la catégorie premium en BIB de 3litres a poussé les ventes et la réputationdes vins en BIB au niveau où elles sontdans d'autres pays depuis des années.(…) Les vins en BIB représentent la moitié,voire plus, des volumes de vin vendus enAustralie, en Suède et en Norvège et ungros 20 % au Royaume-Uni et en France.Aux Etats-Unis, la part de marché du BIBest de l'ordre de 18 % des ventes de vinen volume.»La tendance à la premiumisation desvins en BIB existe depuis plusieurs annéesdans de nombreux pays. Aux Etats-Unis,elle s'est traduite par l'introduction des BIBde trois litres Black Box, mais aussi par ledéveloppement de marques premiumcomme Banrock Station par Hardy's,Bota Box par Delicato, Voyage par Originet d'autres encore. En Europe, le formatBIB est adopté par des appellations, deschâteaux et des marques de plus en plusprestigieux.About PerformanceBIB...The primary objectives of this non-profittechnical and scientific association are to:further the scientific understanding of thetechnical performance and environmentalimpact of BIB packaging systems in orderto further improve the quality of theproduct offered to the final consumer.disseminate this scientifically establishedknowledge throughout the entire supplychainPerformance BIB will be launching a new2012-13 program for its members with thegoal of better reaching the BIB consumer,with quality BIB wine but also with BIBeducation.Sophie Vialis (Inter Rhône) is chairpersonof the Performance BIB Shelf-Life WorkGroup. Future themes will include WineBIB Shelf-life study results after openingpackage, recommended procedures forWine BIB Shelf-life trials, establishinga "best before" date for wine BIBs,measurement of CO2 loss during the storageof wine BIBs, good filling practices withnew technologies and recommendationsfor the transport of BIB wine. PerformanceBIB also has a very active EducationalWork Group (chaired by Eddie Fellowsof CRP Print and Packaging) thatexamines Wine BIB legislative constraints,consumer preferences and, above all,the development and implementation ofa new communications strategy to theentire BIB supply chain. In addition to theexisting internal communications website(www.b-i-b.com), a new website will beadded to better communicate the truecharacteristics of wine BIB packaging toretailers, brand owners, final consumersand other interested parties. PerformanceBIB will ensure a balanced factualapproach, highlighting the significantsustainability benefits and the very highquality of BIB wines supplied to consumers.Results from these work Groups andother contributors will be presented ata Performance BIB General Meeting inBristol, England in October 2012. Existingand potential members wishing to join thenew Performance BIB program are invitedto consult www. b-i-b.com.© Performance BIB - J. VialisA propos dePerformance BIB...Cette association scientifique ettechnique à but non-lucratif a pourvocation :‣ d'approfondir les connaissancesscientifiques concernant lesperformances techniques etenvironnementales des systèmes Bagin-Box®afin d’améliorer la qualité duproduit délivré au consommateur.‣ promouvoir l’emballage ainsi queles pratiques de remplissage, dedistribution et de fin de vie à traversl'ensemble de la chaîne logistique.Performance BIB lancera unprogramme 2012-13 pour ses membres,afin de mieux communiquer auprèsdu consommateur. Sophie Vialis (InterRhône) est en charge du groupe detravail sur la durée de vie. Les thèmesabordés incluront une étude sur ladurée de vie après ouverture, lespratiques recommandées pour lestests sur la durée de vie, la créationd'une date de péremption pour les vinsen BIB, la mesure des pertes en CO2durant le stockage des vins en BIB,les bonnes pratiques et les nouvellestechnologies de remplissage ainsi queles recommandations pour le transportdes vins en BIB.Performance BIB dispose égalementd'un groupe de travail très actif dirigépar Eddie Fellows de CRP Print andPackaging qui étudie les contraintesréglementaires liées au vin en BIB, lespréférences des consommateurs etavant tout le développement et lamise en œuvre d'une nouvelle stratégiede communication pour l'ensemble dela chaîne logistique BIB. En plus du siteexistant (www.b-i-b.com), dédié auxcommunications internes des membresde l'association, un nouveau site doitêtre créé pour communiquer sur lescaractéristiques réelles du BIB auprèsdes distributeurs, du consommateur etde tous ceux que le vin en BIB intéresse.Forte d'une approche factuelle,Performance BIB, mettra en avant, entoute objectivité les avantages du BIBen terme de développement durablecomme de qualité pour le vin et, donc,pour le consommateur.Performance BIB présentera les résultatsde ces groupes de travail lors de sonGeneral Meeting à Bristol, au Royaume-Uni en Octobre 2012.N°46 |SEPTEMBRE 2011 | 19