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Wine in a can is set to boom: here’s why

Canned wine is expected to reshape the global wine market as a more sustainable format to the wine industry, according to GlobalData. 

Beverage analyst Holly Inglis says can packaging is perfect for the growing preference for the e-commerce channel, especially when the online purchase of alcoholic beverages has surged since the pandemic arrived. 

Aluminium cans are lighter in weight and unbreakable, making them easier to ship. And she says they are also more sustainable with cans more widely recycled than glass.

Wine in a can also helps to reduce over-consumption and manage customers’ intake, as the majority of pack sizes are one third the volume of normal wine bottles, at 250ml.

GlobalData said producers within the alcoholic drinks category are becoming increasingly receptive to consumer packaging trends. In the UK, Kiss of Wine has partnered with independent European winemakers to produce several wine varieties that are sold only in metal can format, each with its own unique colour scheme.

“For wine connoisseurs, wine in a can carries similar connotations to that sold in box format – lacking quality,” said Inglis. “Therefore, producers of recent launches have paid particular attention to ensuring products carry ‘quality’, ‘elegance’ and ‘premium’ tags, with some going the extra mile by releasing products with vegan, low-calorie, and organic attributes.”

In Australia, the canned wine category was estimated to be worth US$8.5 million in 2019, with major players such as Treasury Wine Estates and Brown Brothers entering the fray.

“Although wine in a can is a fairly recent concept and still in its infancy, it is a convenient, great single-serve choice when socialising at different consumption occasions,” Inglis added. 

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