Ronco Bag-in-Box
Ronco Bag-in-Box
The CEO of Terre Cevico, Paolo Galassi, explains the graphic restyling of the iconic Beccaccia, the symbol of the best-selling wine of the Romagna group.
The CEO of Terre Cevico, Paolo Galassi, explains the graphic restyling of the iconic Beccaccia, the symbol of the best-selling wine of the Romagna group.
The Cantine Ronco brand, once belonging to the historic winery founded in 1961, is now owned by the Terre Cevico agricultural cooperative, established in 1963. Over 5000 families of Italian winegrowers passionately cultivate 6700 hectares of vineyards and contribute more than a million quintals of grapes for winemaking. In the selection of vineyards and the cultivation of grapes, winegrowers are continuously supported and advised by expert agronomists and skilled enologists who oversee every stage of winemaking and wine ageing. The Beccaccia from Cantine Ronco is a true expression of the expertise and strong personality of our 5000 farmer-members, who produce wines that embody the characteristics of the territory, while honouring traditional production methods passed down through generations.
The bag-in-box segment, while relatively small in terms of consumer numbers, is very solid, with loyal customers who appreciate both the taste of good wine and the convenience of this type of packaging. It has grown in sales, despite the general decline in large-format wine consumption, particularly in glass bottles. This market is worth around 32 million euros in the large distribution sector, growing by 17.5% in value. Beccaccia wines from Cantine Ronco have long been leaders in the bag-in-box segment, holding a 35.5% annual market share (Iri Infoscan data) thanks to the quality appreciated by consumers and a well-established image rooted in tradition. After several years, it was considered appropriate to revisit the historic graphic image with a renewal, while maintaining continuity. The Beccaccia image remains central but with more defined, modern, and realistic details. This update allows for clear recognition by consumers and brings a modern touch to the packaging, which can appeal to younger, more evolved consumers who can appreciate both the image and the wine's quality, in addition to the convenience of the bag-in-box format.
The main advantage of the bag-in-box is its ability to preserve the organoleptic qualities of the wine even several days after opening. This is due to its protection from light and air, preventing oxidation. The intrinsic characteristics of the product can be a key factor in meeting the expectations of discerning consumers, which has led the company to offer wines with an alcohol content of 11.5% ABV in the Beccaccia line, featuring a good structure and a richness of important olfactory and gustatory elements. However, it is important not to overlook the environmental impact of this type of packaging and its entire supply chain. Thanks to greater logistical efficiency, lower transportation costs, and reduced pollution levels, the bag-in-box is an eco-friendlier packaging option, suitable for consumers who are highly sensitive to the crucial theme of sustainability.
The company is increasingly focusing on a total green approach, starting from the production of raw materials—namely, the healthy and genuine grapes cultivated by the families of our vineyard partners, who are becoming more and more sensitive to the sustainability of their entire activity in order to protect the environment in which they live and work. This is then extended to the packaging of our wines, where materials must come from renewable resources or be made from recycled plastics and paper, and ideally should be 100% recyclable. The production and logistics chain must continue to evolve towards greater sustainability, not only from an economic perspective but, most importantly, from an environmental one.
While in several foreign countries interested in the wine world the bag-in-box packaging has achieved excellent sales success, in Italy it may not have yet gained the full recognition it deserves for its practical and qualitative characteristics. Indeed, customers who choose this type of packaging appreciate the convenience it offers, and especially its ability to preserve the organoleptic qualities of the wine even days after opening. For these reasons, consumers have developed an expectation of having a high-quality product with pleasant aromas and rich flavours. During the lockdown period, we saw a significant increase in sales within this category, and the trend can likely continue as we keep offering wines that are enjoyable to drink, highlighting the important advantages of practicality and sustainability that only bag-in-box packaging can provide.
