Being asked if I’d consider Boxxle, I had no clue what it was or that it even existed, so I curiously said, “Sure.” When it arrived, I thought, “What a great restaurant, bar, caterer or picnic item!” And, I’m hooked.
Restaurants, bars, and caterers
For people in restaurants and bars… Remember me? I’m the one who asks, “How long has the bottle of this wine been opened?” There’s nothing more irritating to me than knowing that the wine I’ve just ordered and received is dated… Bars and restaurants mostly make money on the first glass poured, if you didn’t know that; so, they’re happy to see how long they can continue to sell that bottle of wine, boosting their profits. And, who can blame them, in some regards. They’re also very happy to replace the wine, if you dare to call it out, because you know better. It simply goes back to the bar and a new glass arrives, tasting a whole lot better.
“Dare” is the operative word in this one, too. Most people don’t know enough about wine to know the difference. If it’s been opened way too long and it’s oxidized… never mind “corked…” I ask about its freshness, based on the wine tasting flat. Wine should be lively in flavor, not lacking brightness.
SIDEBAR: Don’t be “that one” who orders a wine and then you decide you don’t personally like brand’s “flavor.” That’s your bad, not the wine’s bad.
Corked is also a whole other story… it shouldn’t even get to our tables in the first place. When it does, it’s a teachable moment. I don’t just say, “There’s something wrong with this wine.” I say, “This wine is corked.” If they look at me quizzically, I continue. “Here, smell it, so you know what ‘corked’ is all about.” If I have to explain corked, I’m happy to do that too. I’m a wine educator and happy to help someone to learn about TCA (tricholoranisole).
If I were in the business of serving beverages to other people, this would be a necessary item… And, I’m in that business once a year, when I thank the volunteers who give their time, energy, and hearts to PS I Love You, to help us fund raise for our annual 501 C6 non-profit to keep it going.
Caterers, same as above for your profit margin.
PERSONALLY: Each year, PS I Love You holds an annual event. (PS I Love You is the wine advocacy group that I started with Foppiano Vineyards in 2002, and it’s still going strong on behalf of Petite Sirah as a wine grape variety.)
Member wineries are willing to share their Petite Sirahs for this event. Many of the members even attend to pour their own wines. We’ve held it at Gustafson Family Vineyards, as well as Lone Oak Vineyard owned by Kent Rosenblum of Rock Wall Wines. It’s about a 60 person party. Each year, I ask the members to share their wines.
The oddest part is when I ask them to include a white wine, too, if they make one. In my thinking, it seems to me that this picnic should be all about Petite Sirah, because we hold it for our event volunteers. But then, it’s held in the summer, in a Russian River Vineyard, when the heat of the day is almost established by 12:00 noon, when everyone begins to arrive. So, I know that many people want to first enjoy a refreshing glass of white wine. It’s great that they’re member wines. It’s most likely, however, that no one will be there to talk about those whites. Wine gets marketed and ultimately sold, in my humble opinion, at events like this, when a personal connection happens. With most of these wines, they’re opened and people just have “whatever.” This is unfair to the producers, I know it and it’s been a burr under my saddle for as long as this event has been happening… for the last eight years.
I also know that most of my producers may feel the same way. I had yet to find a fair answer… Until Boxxle came along. This is a fair and equitable solution for me, and I’ll be loading in the white from a box company from one of the members… and I’ll promote it as such.
Imagine this one, restaurants, bars, and caterers. If you’ve got a wine by the glass program going on, and you’re willing to serve a great boxed wine, you’ll have wine that you can count on for the next five weeks, if you only sell one to two glasses a day. You KNOW you’ll move through the wine a lot quicker, if it’s a popular variety; but, what if it’s a more obscure varietal wine? This gives you great options and opportunity to expand your by-the-glass program, beyond your wildest dreams… Can you say, “Great profits,” boys and girls?
PERSONAL: For consumers, you’ve got to think about getting wine to a picnic or to the beach… Maybe you’ll be at the beach for a week or two. Maybe you’re headed camping. You might even have some friends who will join you. Your Boxxle is in your refrigerator or tent, and it just gets tapped. It’s like a keg of beer, but it’s a box of wine, put into a container that keeps it fresh and clean, and it’s a blast to “tap,” in those fun summer moments.
I do advocate for boxed wine. No air getting into the box, the wine can last as long as six weeks, versus five days, if you’re lucky. I conducted an experiment for six weeks and the boxed wine lasted the entire time.