Alileo Uses Creative Design, Sustainability, And Strategic Partnerships To Grow Its Wine Brand

Forbes

14-07-2025

Alileo collaborated with Roberta's Pizza for both fun branding and cross-promotion. Alileo Wine
In today's wine market, quality alone doesn't guarantee attention. Distributors are consolidating, retail shelves favor established names, and younger drinkers are just as likely to reach for a canned cocktail as a bottle of Pinot Grigio. Alileo — a Sicilian boxed wine label co-founded by Antonio Bertone and Alexandra Drane — has managed to gain traction by combining high-quality, low-intervention wines with bold design and unconventional storytelling.
'We knew we didn't want to lead with the typical 'here are our varietals, here are our regions' approach,' says Bertone. 'The wine industry often lacks creativity. We wanted to start with the hook: what's the story we're telling?'
From the outset, Alileo focused on differentiation. The founders opted for bag-in-box packaging instead of bottles, collaborated with a London-based agency to create visuals inspired by 1990s skate graphics, and embraced a direct, informal voice that resonates with younger consumers. Their tagline — 'Boxed wine is not a crime' — makes it clear: this is a serious product that doesn't take itself too seriously.
Alileo uses Sicily as part of the story, but a modern version that avoids the leaning into heritage to sell wine. Alileo
A Different Kind of Brand Story
The Alileo concept was born around the founders' kitchen table with their children and Bertone's mother. Their goal: to build a wine brand that could speak to a younger audience while honoring the family's Sicilian roots. However, they were intentional about not relying too heavily on heritage as a marketing crutch.
'Sicily is where we come from, but the way we communicate is modern and practical,' says Bertone. 'We let heritage be the foundation, not the entire story.'
To bring that vision to life visually, they partnered with the London-based creative agency Our Friends, with whom they had worked on prior projects. The packaging — centered around a collage-style tape motif — was intentionally designed to evoke the DIY aesthetic of teen bedrooms and skateboard decks.
'We wanted to appeal to a younger, edgier audience,' Bertone explains. 'It all ties back to bold, expressive '90s design culture.'
The decision to use boxed wine format was made early on, during COVID-era discussions. 'From that first conversation, we knew we wanted to combine natural, low-intervention wines with an aesthetic that rivaled craft beer,' Bertone says.
Packaging for modern convenience is also incredibly sustainable. Alileo Wine
Packaging with Purpose
Alileo uses a 1.5L bag-in-box format, the equivalent to two standard bottles. The wine stays fresh for over 30 days after opening, and the format significantly reduces the brand's carbon footprint compared to glass. In fact, Alileo emphasizes sustainability throughout its supply chain. The team earned B Corp certification in 2025 — the second winery in Sicily to achieve it and one of 100 in the world.
'Bag-in-box allows us to move more wine more efficiently, with a far smaller environmental footprint,' Bertone says. 'Sustainability is core to everything we do.'
While environmental benefits are often cited in packaging decisions, many brands struggle with how to communicate them without sounding overly earnest. Alileo takes a more understated approach.
'We integrate sustainability into the brand experience without guilt-tripping consumers,' says Bertone. 'There's so much sustainability content out there that ends with 'make the world a better place'—which can feel out of reach. We aim to keep it real and relatable.'
This positioning has resonated with both retailers and buyers. Kilolo Strobert, a sommelier and owner of Fermented Grapes in Brooklyn, says the packaging and sustainable messaging are assets, but they work because the wine delivers.
'People respond to the design, price, and easy-to-use packaging,' she says. 'But the taste and the longevity of the vacuum-sealed box is what keeps them coming back.'
The Roberta's partnership has proven wildly successful as a new model for cross-promoting both brands. Alileo Wine
Strategic Partnerships to Extend Reach
In 2025, Alileo launched a limited-edition collaboration with Roberta's Pizza, the New York-based restaurant group known for its casual, creative approach to dining. The partnership included a custom-designed Alileo box featuring Roberta's graphics, offered at the brand's yard locations.
'We were looking for a large-format wine option for our outdoor spaces, something easy and shareable,' says Roberta's co-founder Brandon Hoy. 'Boxed wine made the most sense from a functionality standpoint. Then you add in Alileo's sustainability credentials and visual branding, and it became a natural fit.'
Hoy adds that the box's smaller format — two bottles rather than the traditional four — made the product more approachable. 'In today's wine landscape, things can get expensive fast,' he says. 'Alileo offers something that tastes good and is still accessible at the price point.'
Both brands share roots in skate culture, which helped shape the creative direction of the packaging. 'Antonio and I both have a love for skateboarding,' says Hoy. 'We pulled inspiration from that world, which made the partnership feel especially aligned.'
Hoy also points out that Alileo has helped shift perceptions of what wine can be. 'They've shown us that a wine label can go beyond the bottle. It can tell a story and create a vibe, especially when paired with great design.'
Growth Without Outside Investment
Despite the challenges facing independent wine brands, from distributor consolidation and tight retail space, Alileo has expanded steadily. The brand is now available in seven U.S. states and is preparing for international distribution. It has achieved this growth without outside investment.
'Just being alive in this industry is an accomplishment,' says Bertone. 'Shelf space is dominated by giant players. People are responding to the story and, more importantly, they love the wine.'
Success, he adds, isn't measured by revenue alone. 'We look at everything: social growth, email signups, press coverage, and general inbound interest. When you've worked with big brands, you take visibility for granted. Starting from scratch is tough, but we're seeing real momentum.'
The original packaging of Alileo wine uses decorative tape across a sustainable box format to convey design and values to consumers Alileo Wine
Lessons for the Broader Wine Industry
As wine consumption flattens in many U.S. markets and competition from ready-to-drink cocktails grows, Bertone believes the wine industry needs to rethink how it communicates with consumers.
'The industry often leans too hard on history and overlooks relevance,' he says. 'It's not just about competing with the next wine region — it's about competing with canned cocktails, craft beer, and beyond.'
He argues that wine needs to be positioned as joyful and inclusive, not intimidating. 'Wine has often leaned on heritage – think grandfathers planting vineyards — which can feel heavy. We highlight connection and joy with low-intervention, organic, no-sugar wines.'
Retailers like Strobert agree that Alileo's design-forward approach has helped it break through a crowded field. 'Two bottles per box, great pricing, standout product design, and good options,' she says. 'In my store, it's appealing across the board.'
When asked what other brands can learn from Alileo's playbook, Strobert offers a concise answer: 'Keep it simple.'
The Bottom Line
Alileo may not be the only boxed wine brand on the market, but it has carved out a clear identity through bold design, strategic partnerships, and a pragmatic but optimistic approach to sustainability. For other brands looking to stay relevant, Bertone offers this advice: 'Find joy in your story and tell it in today's language. I'd rather see a day in the life of your winery now than read about your 1800s vineyard legacy.'
In an industry still clinging to glass bottles and heritage-heavy branding, Alileo is showing that a box, with the right story, can carry a lot more than wine.