For years, boxed wine was the punchline.
Any product where the first experience is “slapping” it, probably isn’t going to have the best reputation as “high class.”
This is the stuff you hid behind the good bottle when guests came over.
In June, boxed wine sales grew 144% year over year. Same bag. Same box. Same wine that's been sitting in gas stations.
One brand didn't reformulate a single drop.
They didn't change the wine. They changed the story wrapped around it.
A company called Gratsi took the exact bag-in-a-box format everyone was embarrassed to buy, slapped premium natural-wine branding and design on it, and built a subscription with 50% retention. Same liquid a college kid snuck into a dorm party in 2009. Different label, different story, completely different customer.
I saw this same move a hundred times coaching martial arts school owners. Two schools three miles apart, pretty much the same style, same curriculum, same tuition structure.
But One packaged itself as "kids karate," the other packaged itself as "confidence and focus training for future leaders." Same mats.
Triple the tuition for the one “packaged” as a premium service, not a glorified daycare.
They're paying you more for a better story, not just a better product.
Here's where this gets urgent with AI in the mix: every competitor in your space now has access to the same tools you do. Same chatbots, same image generators, same automation. If the product race is a tie, the story is the whole game.
Look at your own offer this week. Not what it does. What story you're telling about what it does.
🎁 The Repackage Audit
Copy this into ChatGPT or Claude:
"I sell [your product/service]. Here's how I currently describe it: [paste your current description]. Acting as a brand strategist who turns embarrassing, low-status products or services into premium ones (like the wine brand that repositioned boxed wine without changing the wine itself), give me 3 new ways to describe this exact same offer that make it sound premium and worth double the price. Don't change a single feature, just the story."
Change the box. Change the story, and watch what happens to demand.
Your business AI guy,