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Unboxing Dan Murphy's Dan Picked recycled wine box


Partnering with Dan Murphy’s for their new wine delivery subscription service, Dan Picked, the team at Opal has designed and created an innovative and robust Australian made, 100 per cent recycled and recyclable wine box. The Dan Picked wine box, which features a distinct design, provides an exciting unboxing experience that appeals to consumers and their desire for environmentally friendly packaging.


Dan Murphy’s set an open challenge to the packaging industry to create an attractive and functional packaging solution for their Dan Picked wine subscription service.

The criteria specified the cardboard packaging needed to be robust enough for six bottles of wine to withstand bulk interstate distribution and delivery, and to provide an engaging and exciting unboxing experience for consumers, when their delivery arrived.

Dan Murphy’s was so impressed with Opal’s proposition that they closed off the challenge and chose to work with us exclusively, and together we collaborated to perfect the final design.

Several concepts were developed during the collaboration, and simulated transport trials were undertaken to ensure Dan Picked would be delivered safe and sound for consumers to enjoy.

In addition to ensuring safe delivery, Opal provided added value through the engaging unboxing experience. The Dan Picked wine box provides a sense of discovery upon opening each wine delivery and integrates a QR code to provide information including tasting notes and the characteristics of each handpicked wine, and food pairing suggestions.

Once the box can no longer be reused, it can be recycled through curb side recycling or through local cardboard recyclers.


Opal has provided Dan Murphy’s with an innovative packaging solution, surpassing their original expectations and criteria in both performance and value-add. Consumers can feel good about enjoying their wine with the knowledge that their orders will be delivered safely in sustainable, Australian made, 100 per cent recycled and recyclable packaging.

Demonstrating Opal’s integrated value chain, a number of divisions collaborated to produce the Dan Picked finished product.


For further information on how Opal can support your business with similar innovative and creative packaging solutions, please contact Steven Cramer on 0458 935 183.

A motion image of a person opening up the Dan Picked box and unpacking the wine boxes.