Canned wine could disrupt wine market

Analytics company GlobalData has predicted canned wine could be the next innovation to disrupt the on-the-go wine market in the UK as sustainability, health, wellness and moderation trends are prevailing.

Holly Inglis, Beverages Analyst at GlobalData, said although wine in a can is a fairly recent concept and still in its infancy, it is a convenient single-serve choice when socialising at different consumption occasions.

“Its small and non-breakable packaging format makes it easily transportable, which is perfect for the growing preference for the e-commerce channel,” Inglis said.

The market researchers said producers within the alcoholic drinks category are becoming increasingly receptive to consumer packaging trends.

UK company Kiss Of Wine has partnered with independent winemakers across Europe to produce several wine varieties that are sold only in metal can format, each with its own colour scheme. The product is available via a subscription package, tapping into a growing preference for e-commerce in the UK amid the COVID-19 pandemic.

“For wine connoisseurs, wine in a can carries similar connotations to that sold in box format — lacking quality,” Inglis said.

“So 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.”

According to GlobalData research, in the last five years the UK wine market has expanded by 9.2% in terms of volume, with the super-premium price segment recording the fastest growth. This suggests potential room for further evolution, especially post-pandemic when outdoor events such as festivals, regattas and racing are permitted to resume.

Aluminium cans are widely recycled, and so are good for sustainability, and are lighter in weight than glass, making them convenient to transport.

“Aluminium can format also has potential to reduce overconsumption, as the majority of pack sizes are [250 mL], unlike bottles where the standard size is [750 mL], presenting an opportunity for consumers to monitor their intake reasonably,” Inglis said.

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