It’s been a while since I reviewed wine packaged in an alternative to the glass bottle. There are advantages I’ve written about previously. One type of package not reviewed before is the plastic bladder with a spigot. Think bag-in-box without the box. It’s a superior concept from an ecological perspective because it eliminates a layer of packaging.
I recall one of my clients exploring a bladder-type vessel many years ago. We created mockups but the concept proved to be too far ahead of its time. Also, the spigot was on top so you needed to invert the bag to release the wine. In that position, the bag looked rather like an intravenous sack. It was a perception that couldn’t be overcome.
Bicycle Thief has a superior design with a sleek modern package that stands on its own, features a handle cut out on top and a spigot on the bottom. It also holds the equivalent of two bottles of wine. But an innovative package alone isn’t enough to sell a product in a competitive market like wine.
The Bicycle Thief graphics are spare and curious. An elephant holding a ball while riding a bicycle. What’s that about? It’s always appreciated when the answer is given on the package. On the back in this case. “Escape the circus of everyday life.” Circus act! Got it.
The ample back panel allows for a great deal of information to be presented without crowding. Aroma, flavour, and food pairing are addressed in separate columns including icons. At the bottom, you learn that the wine is vegan-friendly and the package is portable and eco-friendly with a carbon footprint that is 80% less than standard packing.
For some consumers, convenience, and sustainability are enough to trigger a purchase. Bicycle Thief offers more. Perhaps surprising is that this wine is made in Portugal by a decent producer, Vincente Faria. If you’re familiar with and enjoy Portuguese red wine you might enjoy this one. Many high-volume wines are awful. This one isn’t. If a consumer is curious enough to give this wine and package a try, there’s a good chance they will repurchase.
