5 misconceptions about boxed wine (and why they are wrong)
The "cubi" (bag-in-box) carries a stubborn reputation. For many, it still evokes the low-end wine of the 80s, the kind we would hide when guests arrived. However, the Bag-in-Box has evolved enormously and is now chosen by discerning winemakers, specialized wine merchants, and even certain Michelin-starred restaurateurs. At LET IT BiB, we hear the same phrases every day. We decided to answer them, once and for all.
Misconception #1: cubi is necessarily bad wine
This is probably the most persistent cliché. For a long time, the BIB was indeed used to offload entry-level wines. But things have changed. More and more independent estates, sometimes organic or biodynamic, offer their wines in boxes. The quality of the wine does not depend on the container, but on the winemaker's work, the terroir, and the grape variety. An excellent wine remains an excellent wine, whether it is in a bottle or a BIB.
Misconception #2: wine in a cubi doesn't keep
It's exactly the opposite. Thanks to the flexible pouch and the valve tap, the wine never comes into contact with air while you serve it. The result: an opened BIB keeps easily for 4 to 6 weeks, whereas an opened bottle loses its qualities in 2 to 3 days. For enthusiasts who like to drink a glass from time to time without finishing a whole bottle, it's a revolution.
Misconception #3: cubi looks cheap
The design of the BIB has evolved enormously. The labels are neat, the visuals are polished, and some formats even become decorative objects in their own right on a table. Serving a good wine in a cubi to friends is no longer embarrassing; on the contrary, it often starts a conversation and makes tasting less pretentious.
Misconception #4: you can't put good wine in a BIB
False, and that is actually the whole gamble of LET IT BiB. Many winemakers offer in BIBs exactly the same wines as those sold in bottles. The format alters neither the taste, nor the quality, nor the winemaker's signature. Better yet: it preserves the wine longer once opened.
Misconception #5: the BIB is bad for the environment because of the plastic
Again, this is a shortcut. When comparing the overall carbon footprint of a BIB to that of a glass bottle, the cubi is far more ecological: 7 times lighter, less energy for manufacturing, less fuel for transport, and less waste for recycling. The small plastic pouch weighs much less than a 500-gram glass bottle.
In summary
The cubi is no longer what it used to be. It is now a modern, ecological, and practical format, perfectly suited for quality wine. The next time someone throws a cliché about the BIB at you, you will know how to answer.