When the packaging looks premium and the wine genuinely delivers on quality, the stigma begins to disappear. What remains is a product that fits the way people drink wine today: casually, during the week, and together.
Let's break the stigma
we are shifting the way we drink wine
dat is het lekkere van Albert Heijn
we are shifting the way we drink wine
dat is het lekkere van Albert Heijn
SAME WINENEW OUTFIT
Albert Heijn, together, let’s shift the way we drink wine from what is, to what could be
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Discover what we
are creating!
are creating!
[ bo-wi ] wine
bag of wine-; 3x smarter
better packaged — friendly to the planet and for your wallet
A new wine for every moment
Welcome to bowi. We are shifting the way we drink wine from what is, to what could be. Modern outfits that finally fit the moment, made for how life feels today. No fuss or jokes about quality. Our French friends keep Bowi consistent, year after year. Taste the south of Europe. (Sunglasses required)
The opportunity of BOWI in the dutch market
In France, Bag-in-Box wine now accounts for approximately 44% of supermarket wine sales. In Scandinavia, Bag-in-Box represents around 50–60% of all wine sold.
The Netherlands has yet to make that transition. The packaging already exists, and so does the consumer behavior, but the proposition does not. That is exactly where the opportunity lies.
By combining quality, sustainability, and design, wine in alternative packaging can regain its place in consumer behaviour
Discover what we
are creating!
are creating!
Let’s redefine the norm
[ bo-wi ] wine
Same wine,
new outfit
new outfit
Breaking the stigma is therefore not a cultural leap, but the logical next step. The category is ready for a brand that is willing to redefine what wine in alternative packaging can be.
WINE IS NO LONGER ABOUT TRADITION
Consumers aren’t searching for etiquette or old-world rules. They choose brands that align with their identity, fit their lifestyle, and become part of the moments they want to remember.
think different
Generation Z and Millennials don’t care about terroirs or prestigious domaines. What matters to them is enjoying great wine during the moments that matter most. That’s exactly where our brand comes in.
CELEBRATE MEMORABLE EXPERIENCES
A better way to enjoy
Bowi only serves organic wines. Wines made with respect for the land, the grapes and the people who grow them. No unnecessary chemicals, no overcomplicated tricks, just honest wine with character, carefully selected from vineyards that care about what they put into the world.
For us, organic is not a trend. It is a better way to drink. Cleaner, more conscious and closer to nature.
THE FIRST DUTCH
100% RECYCLABLE PACKAGE
We chose the first 100% recyclable wine pouch because great wine deserves better packaging. It uses less material, creates a lower carbon footprint during transport, and is designed to be fully recyclable after use. Less waste and less impact without compromising on quality.
A smarter way to enjoy wine, for today and for tomorrow.
Meet the founders
When the packaging looks premium and the wine genuinely delivers on quality, the stigma begins to disappear. What remains is a product that fits the way people drink wine today: casually, during the week, and together.
Follow our journey