I recently talked with Dave Moynihan, president of AstraPouch, who two years ago introduced the U.S. wine world to his new concept package from South Africa. Back then I wrote about the durable 1.5-liter soft pouch and its many attributes, like having high portability with low material cost, acting as a billboard for creative graphics, eliminating oxidation and even offering accessibility to no-glass venues. All this makes for new marketing ideas “outside the box.” Which is the whole point. AstraPouch is an eye catching, bag-in-the-box without the box.
The company is booming and no longer imports pouches. With a new licensing agreement, they now have a domestic and continuous supply chain, from production facilities to 10-color flexo printing, warehousing and distribution.