Major French wine seller company Nicolas made an attempt to sell high-quality wine in boxes in France, but it soon gave up.
"That was a total flop," Michelle Asselineau, of Nicolas' marketing division, told ABC News. "We did not even try to sell it in England when we saw how catastrophic sales were in France.
"It does not go well with the French poetic conception of wine," she said. "We tried to put forward the environmental argument, but it did not work with the French."
But on the other side of the Atlantic, where wine consumption has increased by a third in the past 10 years, and where people may not be as fussy, wine boxes may fare better in the years to come.
It all boils down to finding the right package for the right wine, according to Gladys Horiuchi, who works with Wines of California, an export managing company.
"If you go to a dinner party," Horiuchi told ABC News, "would you bring boxed wine? Maybe not. But if you want to drink some wine with a burger, boxed wine works well."
In France, wine cardboard boxes have existed for decades but only for the low-end market.
In some parts of the country, wine boxes are commonly used for popular celebrations.
Even winemaker Anney concedes that for some wines, and for some wines only, boxes are an acceptable option.
"Packaging cheap Bordeaux or wines that must be consumed rapidly in boxes is not a problem," he said.