For centuries, the wine world has been joined at the hip with tradition—nowhere more so than in its packaging. The glass bottle has long been considered the gold standard, symbolizing quality and prestige. But as sustainability concerns rise and younger consumers embrace convenience without compromising on taste, the industry is undergoing a transformation. One of the most promising solutions? Boxed wine.

Despite its many advantages—eco-friendliness, affordability, and extended freshness—the biggest challenge for bag-in-box wine remains perception. Historically seen as a vessel for low-quality wine, boxed formats are finally getting their due, thanks to brands like Giovese Family Wines (GFW). By championing high-quality Italian wines in alternative packaging, GFW is proving that great wine doesn’t need to come in a bottle.

In a sparkling conversation with Amy Ezrin—or shall we call her Sandy Giovese—we explore the shifting consumer mindset, the future of Italian wine in the U.S., and why the box might just be the best thing to happen to wine in years.

Edited excerpts from the interview.

The wine industry has faced significant changes in recent years, from economic shifts to evolving consumer habits. Yet, Italian wines remain strong in the U.S. market. What’s driving this trend?

Italian wines have an enduring appeal, and I think a lot of it comes down to accessibility. Italian culture has become more ingrained in the U.S.—places like Eataly are thriving, and Italian restaurants are everywhere. More people have traveled to Italy in recent years, making them more comfortable with the country’s diverse wine offerings. Italian wines can feel complex and intricate, but once people try them, they realize how approachable they are. And, let’s be honest, nothing pairs with food quite like Italian wine. There’s also something for everyone—whether it’s a budget-friendly everyday bottle or a collector’s Barolo. The value proposition is unmatched.

What inspired you to focus on boxed wine?

It all started when a friend, Melissa Saunders, MW, asked me to read her Master of Wine thesis, which covered alternative packaging. I was fascinated. She produces fantastic boxed wines through her company, Communal Brands, and I found it incredibly inspiring. Then, I had a lightbulb moment—Sandy Giovese would make the perfect box wine brand.

I used to joke that my alter ego was Sandy Giovese because, after living in Florence for eight years, I speak Italian with a strong Tuscan accent. The brand just came to life in my mind. Since launching, I’ve fallen in love with the format. It’s practical, eliminates waste, keeps wine fresh for a month or more, and costs half as much per ounce as a bottle! Not to mention, the three litre box has one-tenth the carbon footprint of a traditional glass bottle. It’s the most sustainable option for alcoholic beverages, hands down.

Boxed wine is often associated with affordability rather than quality. How do you combat this perception?

One tasting at a time. The best way to change minds is to let people experience the wine for themselves. I spend a lot of time pouring at wine shops, meeting with buyers, and working with distributor reps. We send samples to journalists, educate retailers, and spread the word about how good boxed wine can be. Yes, sustainability is a bonus, but at the end of the day, wine drinkers won’t compromise on quality. No one is going to ditch glass bottles just to drink mass-produced, sugar-laden plonk. Our mission is to provide an alternative that’s both high-quality and eco-friendly.

What’s been the biggest challenge in marketing boxed wine as a premium product?

The gatekeepers—many wine buyers, especially those who have been in the industry for decades, still associate boxed wine with poor quality. Younger buyers, on the other hand, are much more open to it. Retailers need to recognize the shift and embrace the growth of the category. Imagine if every wine shop encouraged customers to keep a box in the fridge for everyday drinking while reserving bottles for special occasions. That’s an easy $35 add-on sale.

Stores should also highlight the value: “Don’t judge a book by its cover—this wine will surprise you.” Boxed wine is one of the few wine categories experiencing real growth. Retailers who want to stay competitive need to get on board.

Left: GFW Boxed Wines | Right: Amy Ezrin, Founder, GFW

Sustainability in wine goes beyond organic farming. What other initiatives has Giovese Family Vineyards undertaken?

Our wines are produced in Le Marche, Italy, by Conti degli Azzoni, a winery committed to sustainability. They’re in the process of obtaining B-Corp certification, which encompasses everything from organic farming to ethical employment practices. By 2026, we’ll be able to label our wines as “made with organic grapes.”

In 2024, we also joined the Alternative Packaging Alliance (APA) alongside other small producers. We’re all pushing for greater awareness and adoption of sustainable packaging in the wine industry. And no, we won’t be putting our wines in bottles—that would defeat the purpose of championing boxed wine.

Are you planning to explore other packaging styles, given the popularity of canned wines and wine coolers?

There are a few packaging avenues that could make sense. Bottles are a no-go for us since they contradict our core message. Cans? Also, no. The acidity of the wine requires a very thin plastic lining inside aluminum cans. Unfortunately, this makes them ineligible for many U.S. recycling streams, so they’re actually not recyclable in a lot of cases. That creates an even bigger environmental issue. Aluminum is great when it’s recyclable, but when it’s not, it’s a problem.

Looking ahead, I see two interesting possibilities: 20-liter kegs could be an option at some point. But what I’d really love to figure out is something like juice boxes or Capri Sun-style pouches. Right now, those types of packaging are exclusive to the food industry. Wineries, even large ones, don’t typically have access to that technology in a way that integrates with their packaging lines. There’s a disconnect between materials, technology, and the liquid itself.

Many wineries struggle to balance sustainability with profitability. How do you make it work?

The real sustainability efforts happen at the winery level. Conti degli Azzoni is making long-term investments in eco-friendly practices with the expectation of seeing returns in the future. Working with Italians also helps—there’s this deeply ingrained philosophy of stewardship, of being part of a generational legacy.

What is your take when it comes to the whole debate between traditional wine and non-alcoholic wine? This category is gaining a lot of popularity.

Just today, I had samples sent to me from a small winery client that I manage export for. They produce in Montepulciano and have been researching how to make one of their wines non-alcoholic. So, I'm open to the category, but I’m very skeptical. When it comes to traditional wine being non-alcoholic, alcohol is a fundamental component. To me, it's like a three-legged stool—remove one leg, and it just doesn’t stand.

I recall it was Eric Asimov from The New York Times who once noted that non-alcoholic wine often feels like something essential is missing, finding other NA alternatives more compelling. I think this category is still in its early days, and quality will improve over time. That said, I get why people want non-alcoholic wine—sometimes, holding a glass just feels right. But rather than fixating on NA wines, let’s consider better choices in traditional wine. At GFW, our wines are a balanced 12% ABV with no more than 1 g/L of residual sugar. If people are drinking 15% ABV Cabernet with hidden sugars and wondering why they get hangovers—well, no surprise! Clean, fully dry wines with lower ABV make all the difference.

GFW Wines

What’s next for Giovese Family Vineyards? Any upcoming projects or expansions?

Right now, we’re focused on deepening our presence in the U.S. We’re in 28 states and looking to expand into more. We’re also working on building relationships with select retail chains and spreading awareness in the on-premise sector. Beyond the U.S., we’re exploring partnerships in the UK, Northern Europe, Canada, Mexico, and Asia.

That said, challenges remain—Quebec’s SAQ recently said they don’t want to work with bag-in-box because the bag isn’t recyclable. Meanwhile, they require organic certification for bottles, despite knowing how bureaucratic that process is. It’s frustrating when the most sustainable packaging option gets overlooked. The fight continues!

Header image sourced from Amy Ezrin.

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