Wine consumption is an integral element to dutch culture. However, the wine industry contributes substantially to environmental pollution through pesticide use and global distribution chains, with single-use glass bottles representing the largest source of CO₂ emissions. Growing consumer interest in sustainability, combined with the sector’s dependence on favourable climate conditions, has intensified the industries effort to adopt greener practices. The Wine Pack seeks to contribute to this mission by offering high-quality, organic European wines in a bag-in-box format with a significantly lower carbon footprint than glass bottles.
The primary barrier to acceptance is the negative perception of bag-in-box packaging in the Netherlands, which is widely associated with low-quality wine despite its sustainability benefits. This project examined how experience-driven design could improve user interactions with bag-in-box packaging, thereby reshaping consumer perceptions and appealing to young urban professionals, a demographic that values both sustainability and meaningful social experiences.
User-centred research demonstrated that negative perceptions stem not only from product associations but also from awkward interactions in social settings like dinner parties. The act of opening the bag-in-box and pouring the wine to others were identified as critical moments to redesign. Insights suggested that reframing this interaction as a host-led ritual could foster more confidence, control, and connection during dinner parties.
These findings informed the development of an innovative bag-in-box concept with a two-step opening process and enhanced tap design. Prototype evaluations with target users revealed that the continuous, intuitive movements and surprising elements generated positive emotional responses and improved the overall experience. Nevertheless, participants continued to prefer glass bottles for dinner parties, indicating that experiential improvements alone are insufficient to drive acceptance. Additional barriers, including packaging appearance, consumer awareness, and familiarity with the format remain critical challenges.
This thesis concludes that redesigning bag-in-box interactions can meaningfully enhance user experiences that represents an important first step toward acceptance of this packaging format. However, broader efforts and additional research into creating awareness on usability and sustainability advantages and increasing familiarity with the format are essential for bag-in-box to become a credible alternative to glass. Thereby helping the wine industry’s transition toward environmentally responsible consumption.