U.S. wine consumption topped 300 million cases in 2007, an all-time high. The largest growth is among 21-to-31-year-olds and in $12 to $15 bottles. In fact, 70% of all wine is drunk on the day it’s purchased. Boisset Family Estates sought to capitalize on this casual wine trend with French Rabbit, and for marketing and environmental reasons, “we wanted to break the tradition of presenting wine in a glass bottle,” says Jean Charles Boisset, president.
