If I say, "Wine in a box", chances are you think about a product like the one above. I.E. gets the job done.

There's a company trying to change that thinking, though. They are
BlackBoxWines.com. They cite less oxidation, bigger quantity, and packaging economy as big reasons to bring home a box.

It'll be interesting to see if it catches on. I doubt it, principally because well-defined perceptions are hard to change.