Austin’s boxed wine enters the summer spirit with a new rosé
Just in time for National Rosé Day on Saturday, June 12 (do you really need another excuse to soak up a luscious rosé wine?), An entrepreneur from Austin with an intoxicating box of stuff opens its latest offer: a limited edition Pinot-Noir-impregnated rosé.
BOXT, the Austin wine company launched in March by former venture capital firm Sarah Puil, rounds out its selection of six grape varieties with the addition of its Profile Nine rosé.
“With its delicate apricot color, subtle floral aroma and refreshing, vibrant acidity, this elegant rosé blush is fresh, crisp, shiny and dry,” says Puil. “In short, it’s divine, the perfect wine for the summer.
From the start, BOXT promised its products were “100% premium, 0% snobbish”, and the company’s libations prove that there is indeed some truth in wine, especially when it comes to taste. rather than for the grape variety.
Made at BOXT’s cellar in Napa, BOXT wines eschew traditional varietal classifications in favor of a simpler number-based system, with the brand’s first six wines (three whites, three reds) simply noting flavor profiles. :
A: Bright, crisp and dry (similar to a New Zealand Sauvignon Blanc)
Of them: Rich, oaky and golden (similar to a Californian woody chardonnay)
Three: Floral, fruity and sweet (similar to a Gewurtztraminer, perfect to accompany a dessert)
Four: Soft, vibrant and dynamic (similar to a Sonoma Pinot Noir)
Five: Big, fat and sweet (similar to a Napa Valley cabernet)
Six: Sweet, juicy and velvety (similar to a blend of red wine or California Zinfandel)
In particular, this first pack of six BOXT wines is missing: a rosé, the grape variety that is very present in the new BOXT Profile Nine.
The key to the BOXT wine brand is, well, the box. Designed to create a wine-on-tap vibe, each BOXT wine (the equivalent of four bottles) is packaged in an eco-friendly, recyclable – and quite stylish – wooden box that keeps wine fresh for up to 30 days (but if you are a wine lover, trust us, it won’t last that long). BOXT even works with the non-profit One Tree Planted and has already planted some 2,500 trees since its inception.
“I wanted people to have a high quality glass of wine without having to drink a full bottle or risk wasting it,” Puil said of the decision to go for boxed packaging over boxed packaging. bottling.
And in another ingenious business move, particularly during a pandemic, Puil started the Austin company primarily as a delivery-based wine club. Wine lovers take out a subscription and BOXT ships the wine – free of charge – to members’ doors.
Membership prices range from $ 74 to $ 140 per month and come with a variety of perks, including access to a personal concierge at all times. And members can pause, cancel or change their wine selections at any time.
For Puil, who has decided to shake up the fine wine industry and shake up consumer opinion on boxed wine with its new concept, the early success of BOXT and the addition of the new Profile Nine rosé are proof that in the wine world, she’s raising the bar.