We have been placing ourselves as firm advocates of the alternative packaging for wine.

We love boxes, bladders, Tetra Paks, bin bags, and generally anything that results in lower emissions than glass. But we have constantly lamented the fact that the fluid inside the bags and boxes can’t seem to elevate itself beyond cheap, sweet swill aimed at people that don’t really care about the vehicle they board towards Drunksville.

And the boxed wine’s potential for shedding its negative image took another blow when Shark Tank mogul Mark Cuban invested $1 million of his own money for a 30% share in what looks to be one of the most deplorable beverages soon to be all over the market: BeatBox.