Wine Packaging Altered in the Face of Legal Trouble
Wine boxes are a new fad in wine packaging around the world. Not only are they portable, but
the small, cardboard vessels are also more eco-friendly. They are biodegradable and don’t need
to be recycled like their glass counterparts. However, their resemblance to kids juice boxes has
been getting them into trouble lately. Specifically,"Mal Piet" wine from Cape Wine Works in
South Africa was under fire for their colorful packaging that featured a smiling cartoon goat.
Mal Piet Packaging Called Irresponsible
This week, Western Cape Economic Development CEO Alan Winde claimed that the Mal Piet
packaging was irresponsible for its clear appeal to children. "We want responsible liquor traders
in the Western Cape, not this. This is not a responsible way of selling liquor," said Winde. "The
way the marketing and packaging is done, it does not look like wine. It looks like a [soft drink] or
kiddies' juice." He explained that any child walking by the wine at the grocery store would easily
mistake it for a fruit juice that they could put in their lunchbox for school. Michael Kovensky,
managing director at Cape Wine Works, originally explained that the packaging was intended for
people out in the wilderness looking to enjoy wine, such as campers and game rangers. He went
on to explain his belief that responsibility should be on the parents to ensure that these alcohol
products, originally intended to target at adults, were not within the reach of young kids.
Packaging Altered to be More Mature
In response to the legal backlash, Mal Piet wine did alter their packaging to make the contents
of the wine “juice box” more obvious. Kovensky said the new boxes, set to be released and on
the shelves within the next four months, will feature a logo with a wine glass to make them less
misleading. "I commend Kovensky for doing the right thing. In the coming months we will be
vigorously monitoring other liquor outlets and distributors to ensure that they are operating
responsibly," said Winde about the design change.
While wine vessels modeled after juice boxes are an eco-friendly way for wine enthusiasts to
bring their drink virtually anywhere, manufacturers must be careful not to blur the line between
cute packaging and packaging aimed at garnering the interest of children. Allowing children to
be enthralled by exciting wine packaging is not only unethical, but it is also dangerous.
About Classe Wines
At Classe Wines, we aspire to bring consumers wine with soul and true expression of origin. We
understand that the heritage of each wine’s origin comes from passionate wine makers. For
this reason, at our online wine shop, we offer exclusive, unique, high quality, no compromise
wines, to bring to the market authentic wines that define regions and showcase the variety of
the regions where were made.