Well, that and the environmental friendliness of the packaging ( read more here about the advantages of alternative packaging for wine).

FORBES: It's My Blanc in a Box

"If you think about it from the standpoint of a winery, you can get the same amount of wine in 40% fewer trucks in our packaging, compared to glass bottles, " explains Ed Klein, Tetra Pak's VP of public and environment affairs.

FORBES: Pinot Plastic