I may be the only one harping on the Italian Agricultural Ministry's decision to allow wines graded DOC to be “bottled” in the fairly ubiquitous bag-in-a-box container but I think it will have a significant impact on the way the Italian's present and sell their wines.

The first notion that needs to be dispelled is that the DOC wines in question will be of higher quality and uniqueness than the currently available IGT wines available in alternative containers. There are vast swaths of Italy dedicated to the production of everyday, easy drinking wines that have long been sold in such boxes and I doubt the consumer will be fooled into thinking that Pinot Grigio Frilui Grave DOC will be superior to Pinot Grigio Delle Venezie IGT. The difference is that some oft maligned and undersung DOCs will now have a chance to shine in the market where their bottle offerings no longer compete on price and quality.