A Kedge alumnus modernises boxed wine!

William Ripley grew up in Marseille, but returned to his Bordeaux roots (grandson of winegrowers in Frosac) in 2007, where he enrolled in KEDGE Business School’s Grande Ecole Programme. He became active in “AOC”, KEDGE’s wine association, which he co-chaired in 2008.  He graduated from KEDGE four years later.  After two years doing a VIE in the wine trade in New York, he returned to Bordeaux to launch his venture that was going to revolutionise the universe of wine and of the infamous “wine-in-a-box” that suffered from such a bad reputation!

Cubiton’s mission is to promote good wines in a practical packaging – in a box - by completely revisiting its design.

The objective was straightforward: change the visual appearance of boxed wines, which up till now have not been pleasing to look at. With a cubed shape instead of a classic rectangular one, new colours, designs inspired by different locations and fashion trends, Cubiton offers a different tasting experience.

His "Cubitons", small cube-shaped boxes with handles containing the equivalent of four bottles of wine, are above all “beautiful objects that are to be savoured first with the eyes then with the mouth, that we won’t want to keep hidden in a cupboard, but rather to give as gifts or proudly display them on the table,” describes William.

This premium brand has not limited its revamp of the wine-in-a-box to aesthetics. The wines selected come from protected geographical areas and are produced by renowned winemakers. There’s even a large organic range!

Today, many gourmet shops and convenience store chains have confidence in this brand and adhere to the "good wine, beautiful packaging, fair price" formula.

With Cubiton, you no longer need to be a shamed to show off your boxed wine!

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