(Forbes) - True packaging innovation is not easy to come by, especially when consumers, for hundreds of years, have been conditioned to view quality in a certain set way. Disrupting that way of thinking and transforming an entire market is exactly what Constellation Brands did with Black Box premium wines. While wine has grown in stature in the U.S throughout the 1970s and 1980s, and as palates have become more sophisticated, box wine was lagging far behind. It simply wasn’t attractive enough for serious drinkers. Until the early part of the new millennium, most box wines were commodities: they carried generic varietal names and the wine wasn’t vintage dated, or stated it’s origins, as the premium wines are. Box wines’ only appeal was its low price, which enhanced its low quality perception.