With humankind desperately needing to innovate to reduce the impact of climate change, Hey Tomorrow have looked to the past to guide the future, but in this case the past is tainted.
Motherbird were given the challenging task of redefining the perceptions of boxed wine. It is far more environmentally friendly than a glass bottle but with decades of bad wine being put in poorly produced and designed boxes, no wonder the word ‘goon’ has left behind a sour taste. From bottleshops to pantries, nobody has ever given boxed wine pride of place. Changing how people view boxed wine from a taste, value and environmental impact is vital for a sustainable future of wine and more broadly humankind.