The mock oak barrels, containing a 3-litre bag of wine, are designed to be a more attractive alternative to wine boxes, according to marketing director Andrew Lamberth.
“In northern Europe the bag in box format is growing faster than the overall wine sector,” he said. “As a package it is extremely unattractive and this doesn’t fit in with wine as an aspirational product.”
The company is in talks with retailers about stocking the barrels and said there had been a very positive response.
The barrels will initially hold a Cabernet Sauvignon Reserve and a Merlot Reserve. Rsp is expected to be £16-£17, which is cheaper than buying four bottles of reserve.