Canned Wine — The Next Little Thing
Canned beverages are not a new thing, and canned wine has certainly been around for a while, but in the past few years, canned wine has been moving from the bottom shelf to end-aisle displays, to occasions everywhere. With growth predictions in the double digits, this small, eco-friendly, and take-anywhere-format is poised to become the next little thing.
In 2016 the global canned wine market was valued at USD 136.3 million. In 2020, that grew to USD 211.4 million in 2020, and by 2028, it is projected to grow by another 13.2 percent to USD 578.1 million. 1
This growth has been spurred on by improvements in quality and technology, a shift in consumer perceptions and demand, and the three P’s of canned wine — packaging, portability, and portion.
In a nutshell, sustainably-minded consumers who want convenience and products that fit their lifestyle. While millennials may be largely seen to be driving the increase, it tends to be older millennials with more disposable income and wine experience.
However, they aren’t the only drivers — according to research from Nielsen US, canned wine shoppers are aligned with the average wine shopper, that is, “from affluent, mature, two-person, households”, suggesting core wine shoppers are embracing new formats for different usage occasions.2
Raising the can.
Canned wine is emerging from its questionable quality past, and everyone, from big brands to small producers to boutique wineries, is getting in on it.
Improvements in canning technology, a focus on winemaking specifically for cans (fewer sulphites, higher acid wines, choosing the best varietals and styles – whites, rosés and sparkling, and brighter, fruitier reds are preferred can candidates - and an ever-growing working knowledge are all contributing to this rise in quality.
There’s also been a shift from bulk wine, with more terroir-driven, sustainably-farmed, natural, and organic wines making its way the inside of cans. As more and more quality producers focus on this format, and as demand grows, premium offerings will only increase.
Small package. Big things.
Consumers looking for more carbon-footprint friendly formats are also opting for cans. Compared to glass, aluminum is lighter to ship, can be recycled more times and reused indefinitely, and is also more likely to be recycled — the global recycling rate for cans is estimated at 69 percent, compared to glass at 26.5 percent. Aluminum cans also use 95 percent less energy to recycle than to produce new.
Not only do cans hit the right eco-values, they also check the image and lifestyle boxes. Lightweight, unbreakable and perennially portable, they are perfect for camping, hiking, cottage, parks, poolside, parties, BBQs and beaches. Just throw some cans into a cooler bag, or picnic basket, and go. No corkscrew needed.
Canned wine also chills much quicker than bottles. It comes in its own drinking vessel, though pouring it into a glass will let it aerate and release more of the aromas and flavours (our reco!). Cans are great at home too — when you want a glass of wine, but don’t want to open a whole bottle, or for cooking.
Then there is the package design. Branding is big, and can labels and images range from modern to whimsical, irreverent to graphic. It's fun, it’s unpretentious, and it’s so Instagram-ready.
Can control.
Cans may be smaller formats, but size isn’t always everything. A 250 ml can (the norm in Canada) may not seem like much at first glance, but consider that wine is 2-3 times the alcohol strength than beer — it packs much more punch per can than it’s larger-sized lager cousins.
A typical wine serving is 5 oz. A 250 ml can comes in at just under 8.5 oz, roughly a glass and a half of wine. Another way to look at it — three cans equals 750ml, a standard bottle of wine. Something to keep in mind if you want to avoid a big hangover the next day. ;)
Have you tried any canned wines? Let us know what you thought!
1 https://www.grandviewresearch.com/industry-analysis/canned-wines-market
2 https://www.nielsen.com/us/en/insights/article/2019/wine-boxes-and-cans-come-of-age/