What is a box of wine?
A "cubi" of wine, also called a BIB (Bag-in-Box), is a container made up of an airtight flexible pouch housed in a cardboard box. The wine is served via a small tap. Unlike a bottle, the pouch retracts with every glass poured: zero contact with air, zero oxidation. Conservation guaranteed for up to 6 weeks after opening.
You may have been told one day that the "cubi" is camping wine. Or the wine for those who don't know any better. Or even the wine you only bring out when you're hosting twenty people and don't want to break the bank.
Let us set the record straight.
The "cubi"—or BIB, or bag-in-box, or cubitainer—is now one of the smartest formats for drinking good wine. And at LET IT BiB, we've built an entire brand on this conviction. So here is the in-depth article we wish we’d had on hand ten years ago.
Where does the word "cubi" come from?
"Cubi" is short for Cubitainer—a term originally trademarked by the American company Hedwin Corporation in the 1960s. The concept: a semi-rigid cubic plastic container, with a tap, designed to transport liquids in large quantities. Simple, robust, economical.
Australian winemaker Thomas Angove was the first to have the idea of putting wine in one in 1965. In France, the format spread in the 1970s and 80s, driven by wine cooperatives. And that's where its reputation took a hit: associated with low-end table wines, the "cubi" dragged a reputation for "swill" for decades.
This image no longer reflects reality. But it still sticks.
Cubi, BIB, bag-in-box: what's the difference?
These three terms refer to the same thing, with nuances in usage:
- Cubi or cubitainer: the popular, familiar term, inherited from the 1970s.
- BIB (Bag-in-Box): the technical term. It describes the structure—a bag in a cardboard box. The official name used by the wine industry.
- Bag-in-Box: the same thing, unabbreviated.
At LET IT BiB, we use all three interchangeably. The idea remains the same: good wine, in a clever format.
How does a BIB work? The technology that changes everything
The modern BIB consists of two elements:
- The airtight flexible pouch — made of multi-layer material (polyethylene + aluminum), completely impermeable to air. The wine is sealed inside, isolated from the outside.
- The valve tap — when you pull the tap, the valve opens, and the wine flows out. When you release it, the valve closes hermetically. And the pouch retracts on itself.
Result: no air ever comes into contact with the wine. Each glass you pour leaves the pouch a little smaller, but always sealed. It is this mechanism that allows for preservation for 4 to 6 weeks after opening — compared to 2 to 3 days maximum for an opened bottle.
For comparison: the original cubitainer of the 1970s was a simple jug with a tap. No airtight pouch, no valve. Air entered with every pour. The wine oxidized in a few days. This is the limit that BIB technology solved.
How many bottles in a cubi?
At LET IT BiB, we work mainly with 3L and 5L formats. The 5L easily lasts 4 to 5 weeks for a two-person household that drinks a glass an evening.
Why is the BIB cheaper than the bottle?
Three concrete reasons:
- the container costs less to produce,
- transport costs less (less weight = less energy = less CO2), and
- there is no cork to manage.
Result: at equivalent quality, wine in a BIB costs about 20 to 30% less than the same wine in a bottle.
That is why we always display the price equivalent for 75cl on each product: so that the comparison is honest.
Is the BIB eco-friendly?
Yes — and it’s a solid argument. Glass is heavy; reducing the weight of containers reduces transport-related emissions. A truck of BIBs carries more wine than a truck of bottles of equivalent volume. Cardboard is easily recycled. And BIBs don't break.
The BIB is not perfect (no container is), but it outperforms the bottle on most environmental criteria.
Is good wine put into BIBs?
The real question. And the answer is yes—provided you work with the right winemakers.
This is precisely the bet of LET IT BiB: to source organic, natural, and biodynamic wines from passionate independent winemakers, and offer them in this format. Wines at 9, 10, €11 per 75cl equivalent — prices that, in a bottle, would correspond to a serious entry-to-mid-range cellar selection.
How to store a BIB at home?
Before opening: protected from light, at a stable temperature. No cellar needed. After opening: keep it at room temperature if you drink it regularly. If you go on vacation, put it in the refrigerator—including for reds. Do not freeze. Position: upright, tap facing down.
Frequently Asked Questions
Can a BIB replace a bottle as a gift?
Yes. More and more people are giving BIBs as gifts. At LET IT BiB, we also offer gift cards!
Does wine in a BIB age well?
BIBs are made for consumption within 12 to 18 months following packaging. Not for long-term aging.
Can you put a BIB in the fridge?
Yes, before and after opening. Recommended for whites, rosés, and light reds.
Which size to choose?
The 3L is ideal for 2 people over 3-4 weeks or a party of 4-5. The 5L is better suited for a family or regular consumption.