Analyst Report: Upgrade for access Really Good Boxed Wine Thinks Boxed Wine Shouldn’t Suck

A Fresh Take on Boxed Wine

Boxed wine.

If the thought just made you cringe, you are not alone.  

In the United States, boxed wine is synonymous with low quality. Some of that judgment could come from its association with college drinking. Or it could be from the inherently diminished experience of drinking wine from a cardboard box instead of an elegant bottle. But I think the true reason is simple: the wine itself is just bad. 

Now, if someone gave you a box of wine and told you it was premium quality, how would you react? Maybe you’d immediately dismiss it as a marketing ploy. Or maybe you’d give it a chance. 

Hoping for the latter reaction is a company called Really Good Boxed Wine. 

The company produces exactly what its name implies: a damn good box of wine. 

Really Good Boxed Wine partners directly with wineries all across the United States and purchases excess wine that falls into the price range of $30 to $50 per bottle. Really Good Boxed Wine brings the wine to its own facilities, where the blend is fine tuned. And finally, the wine is put into sleek cardboard packaging and shipped to the customer as a Really Good Boxed Wine branded product. 

Before we delve into how the company has been doing so far, let’s set the stage for what investors should be looking for in a consumer packaged goods (CPG) investment opportunity. 

The key quality is evidence of marketing ability. In the CPG world, marketing is often the only way to create a competitive advantage. Wine in a box is just wine in a box. There is nothing paradigm-shifting about that. But if you can convince people through marketing that premium quality wine in a box is a new wine category, then you may have something. 

To analyze the marketing ability of Really Good Boxed Wine, let’s break it down into three questions:

• What are the company’s main distribution channels?
• What is the company’s marketing strategy across these channels?
• Does the team have applicable marketing experience?

Let’s explore these one by one. 

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