Boxed wine may seem synonymous with poor, imbibing college students and more specifically, the low-end brand Franzia. Until recently, that’s a pretty on-base assumption. According to Forbes, Franzia has led case sales of wine for 14 years and monopolized the “don’t mind if it’s cheap; don’t care if it’s in a bottle” market.

Apparently, though, there’s room for change. As consumers with slightly more refined tastes become less concerned about packaging elegance and more interested in packaging efficiency, they’re buying up new crate wines. Several small companies (including respected Italian labels) have begun packaging their products in boxes instead of bottles. While their superior quality chips away a bit at boxed wine’s somewhat dodgy reputation, their lighter packaging and square size reduces transportation emissions by as much as four times.

The only major challenge facing boxed wine (besides that cheapo stigma), is that plastic bags and cardboard aren’t suitable packaging for wines that require long aging periods.