The wine industry isn’t known for its willingness to change. Whether it was twist-off wine caps, stemless glasses, or even the acceptance of non-European wines, much of the global market has been slow and reluctant to respond to consumer trends, especially when compared to the beer industry.
To a degree, this makes sense, seeing as it’s an industry that’s steeped in centuries of history, artistry, and practice. Celebrating and preserving that legacy is important. That said, whether traditionalists like it or not, the world of wine is shifting. New players are signaling that they’re not just willing to change but are fully embracing a libation revolution.
And today, there’s no greater example of this than the growing emergency of canned wine. Much to the chagrin of purists, this newest market disruptor isn’t just a passing fad. It’s here to stay. For winemakers who are looking to grow into the canned wine industry, Wildpack Beverage has the expertise perfect for you.
A Look at the Market
So, what is canned wine and how do we know that it isn’t simply a flash in the pan?
A brief look at the numbers should be enough to convince you otherwise.
Although wine was first sold in a can in the 1930s, the market was stagnant for the next 80 or so years, with only a scant few winemakers selling their wine in that form across the world. The industry was granted its first iota of legitimacy in 2003 when Coppola wine debuted Sofia Blanc de Blanc Mini—a 187 mL can that was sold with a straw.
Even then, this line was listed as a non-category.
The next major milestone was in 2014 when Oregon’s Union Wine Company introduced its Underwood canned line, which sold Pinot Noir and Pinot Gris in 375mL cans. Per Ryan Harms, Founder and Owner of Union Wine: “We wanted to come up with a product that embodied our company’s philosophy of making great craft wine minus all the fuss.”
Union Wine quickly realized it was onto something. Consumers loved the idea of wine without the airs. So, they responded with their wallets. And other wine brands took notice.
At the time, the canned wine industry in the U.S. had annual sales of less than $10 million. But in the space of a few years, the market boomed, experiencing an average 10% YoY growth:
- By 2018, canned wine sales in the U.S. were close to $70 million.
- In 2019, revenues reached $93 million, with more than 300 canned wine products in circulation.
- Today, analysts predict that the global canned wine market will hit $571.8 million in revenue by 2028.
In less than a decade, the world of canned has evolved from a niche, non-category product, to a total wine category of its own. And now that premium wine brands are joining the canned clique, the writing is on the wall.
Why Is Canned Wine So Popular?
There’s no denying that the canned wine market has become incredibly popular.
But what are the underlying reasons and market factors that contribute to this surge in canned wine sales?
Changing Perceptions Around What Wine Should Be
In the past, wine was considered by the average consumer to be a more formal, high-brow drink. It tended to be more associated with fine dining. By and large, the industry leaned into that feeling of exclusivity.
Canned wine has challenged many of those pretenses. It eschews much of the airs that a layman might associate with wine, lending instead an air of nonchalance and informality that’s often missing with a glass bottle of wine. As James Schonenberg, VP for Brand Marketing for Constellation Wines, put it:
“Enjoying wine in cans defies the misconception that wine is only suitable for stemware and creates a place for wine in casual, fun, often outdoor occasions like sports games, tailgates and barbecues.”
The change to canned wine makes wine more accessible to new consumers. Now, taking canned wine to a picnic is just as viable an option as a beer.
Easier Entry Point
Along these lines, bottled wine can be intimidating for new consumers. Not only is it expensive, especially compared to many other types of alcohol, but there are just so many types of wine to choose from. The sheer quantity and variety of options can lead to choice paralysis.
Cans help break down these barriers. They grant a lower-cost entry point that lets consumers try different brands and varietals without having to commit to purchasing a full bottle.
The Quality Is Increasing
In the past, winemakers had spent hundreds of years perfecting the aging and bottling process. There was countless trial and error that went into the final product. Now, winemakers are still adapting to a new form of container.
Put simply, there’s a learning curve to how winemakers approach cans.
Unlike bottles with cork closures, cans are airtight environments that have no oxygen transfer. This factor can create unexpected reactions between the can and wine that could worsen as time passes. That said, winemakers are learning by conducting rigorous aging tests and sampling. Additionally, more producers are entering the space each year, bringing canned wines that are varietal-specific or from noted regions and vineyards.
The results have been promising.
For example, Wine Spectator has performed more than 40 blind testings comparing canned wines to their peers—meaning the same varietals, vintages, and appellations. Approximately half of those scored 85–89, “a very good” designation on Spectator’s 100-point scale.
As winemakers continue to refine the process and more competitors enter the market—particularly new brands that solely focus on producing canned varieties—quality wine and flavor are being improved in cans.
Convenience
If you are a wine drinker, canned wine brings a degree of convenience that you’d never have with a traditional wine bottle. This includes:
- Opening and consuming – Unlike cork-based wine bottles, canned wine can be easily opened. There’s no need for additional accessories like a bottle opener or wine glasses. Consumers can simply pop it open and start drinking straight from the can.
- Portability – For both consumers and winemakers, cans are far more portable than glass bottles. They’re smaller and less delicate, meaning there’s less need for concern about storage or breakage.
- Easier to chill – Many varieties such as white wine, sparkling wine, and different types of rosè wines are meant to be consumed chilled. Cans get cold quicker than bottles since they have less volume, thinner surfaces, and are aluminum instead of glass. Additionally, consumers can pack cans more easily into a cooler or fridge.
- Single serving size – With cans, a person can drink a single serving, making it possible to enjoy a drink but still be responsible, especially if they plan to drive home safely.
- Greater variety – Similarly, instead of having to commit to a single variety, canned wine empowers consumers to try different types of quality wine for the same cost. This also improves the odds that there will be something suitable to everyone’s tastes.
Sustainability
In a world that’s increasingly striving to become eco-friendly, winemakers are embracing the green model. Conservation is about both sustainability and responsible consumption, and canned wines naturally lend themselves to both fronts:
- They’re lighter – In terms of production, transport, and storage, cans are far more efficient. They don’t weigh as much, nor do they take up nearly the same amount of space. That means you can fit far more cases on a truck. As a result, winemakers reduce their energy and fuel consumption.
- More recyclable – Aluminum is 100% recyclable. And consumers recycle aluminum far more than glass. According to the Aluminum Association: “In the U.S. aluminum cans get recycled 55% of the time, versus glass’ rate of about 34% … Cans are also typically composed of about 70% recycled content.”
- Cleaner recycling process – Aluminum requires less CO2 than glass during the recycling process. This further reduces the impact consumption has on the world.
Geared Towards Younger Consumers
Millennials and younger generations have already had a significant impact in reshaping the alcoholic beverages industry. The rise of hard seltzers is proof enough of that. And the same goes for canned wines.
All of the advantages above are why younger consumers are the primary demographic for canned wine. Traditionally, this is a consumer group that tends to avoid wine or only drinks cheap wine. As a result, they don’t cling to the same historic notions about what wine should be that older consumers may still hold.
Younger audiences care more about factors like sustainability, portability, convenience, variety, and price points. Not to mention, canned wine is more fun and playful. And, in their digital world, they want to associate with brands that have unique designs and that will look great on social media.
Cans are an ideal way to usher a greater number of younger consumers into the world of wines. With that being said, a wine enthusiast can also enjoy canned wine.
Canning with Wildpack
The canned wine industry is still in its infancy. Less than 1% of all wine sales are canned. But that figure is rapidly growing year-over-year. As education, quality, and competition increase, so too will the market.
For winemakers, if you haven’t already bought in, now’s the time to do so. And for that, you’ll need to partner with a sleeving and co-packing partner who has plenty of industry experience.
That’s where the Wildpack Beverage team comes in.
Here at Wildpack Beverage, we provide sourcing materials, follow FDA wine labeling requirements with our label design, filling, warehousing, and handling all of your canning needs. Just this year alone, we have filled, labeled, and sold tens of millions of cans. And we can do the same for you.
Are you ready to join the canned wine revolution? Contact us today.
Sources:
Forbes. Is The Future Of Wine In The Can? https://www.forbes.com/sites/michellewilliams/2019/08/28/is-the-future-of-wine-in-the-can/?sh=7b7c0d876cc3
Grandview Research. Canned Wines Market Size, Share & Trends Analysis Report By Product https://www.grandviewresearch.com/industry-analysis/canned-wines-market
Wine Spectator. Is Canned Wine Growing Up? https://www.winespectator.com/articles/is-canned-wine-growing-up#:~:text=Recent%20tastings%20of%20more%20than,Wine%20Spectator’s%20100%2Dpoint%20scale.
Liquor.com. Why Packaging Is Wine’s New Sustainability Frontier. https://www.liquor.com/sustainable-wine-packaging-5184413
