Party Of One?

July 1, 2006
/ Print / Reprints /
/ Text Size+
Party Of One?

The next new thing in wine: Single-serving boxes.
Several vintners are pioneering the concept and packaging their products in tiny cartons made to serve one.
“It’s super mobile, it’s light, it’s easy to take with you,” says Charles Bieler, co-owner and co-founder of Three Thieves.  “I’ve never understood why there aren’t more brands doing single serve. You buy little bottles of water, you buy little bottles of [cola], you buy little bottles of coffee.”
So why not wine? Bieler admits that single-serve wine in a box “requires a more enlightened customer who’s willing to take a leap.”  
And that’s just the audience Bieler has been courting with other Three Thieves offerings. The company’s Bandit Bullets, 250-mL Tetra Prisma aseptic containers, are just the latest signs of an ongoing effort to make wine less intimidating for consumers.
These single-portion cartons feature easy-open pull tabs that offer quick access to the pinot grigio or cabernet sauvignon varietals inside, and they come in multipacks ranging from $9 to $11.
So what does research say? “We’re not a focus group kind of company—we avoid it like the plague,” says Bieler. “It’s part of the zest of who we are and what we’ve done. We want to push the limits.”
The three founders (who don’t mind being known as “thieves”) are single-minded in following their instincts and in saying they are finding much success in the approach.
Aseptic single-serve cartons. At Tetra Pak, call 847.955.6000 or visit

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.


Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png