As I was researching innovative trends in wine, I came across a few interesting wine brands that decided to sell wine in cans. I was intrigued to find there has been a revolution
since 2004 in alternative packaging for wine. More recently, a
study done by the Texas Wine Marketing Research Institute found that millennial are attracted to functionality and convenience when it comes to packaging. While there is still stigma against boxed wine, people are becoming more open to alternative packaging that are done well. After all, there are advantages that come with canned wine, it is easier to transport, and more convenient to bring to locations such as the beach or a camping trip.
Successful canned wine companies usually have a strong social media presence, from instagram to their website, they convey a strong message to their customers about the benefits of canned wine.
Take The Drop for example, its website tells its founding story boldly and speaks directly to its target customers.
The drop also has an instagram account that promotes the active lifestyle with The Drop.
Would you drink wine from a can?
Thanks for sharing! I have actually been curious about canned wine as well, especially with some redesign of cans in general for other beverages. Within sparkling water, the skinny and taller can has been getting a lot of traction. Coca Cola for example, has been redesigning all of their sparkling waters to be in skinny cans and now Diet Coke and its new flavors are in the same boat. Some quick googling found that there are actually a number of canned wines. I imagine that the convenience factor is very helpful because you can dispose of cans much easier than glass bottles.
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Stella, this is really interesting! I've noticed that there's been quite a trend towards canned packaging and I remembered that I've also seen plastic packaging as well. It's a pretty interesting trend because if you think of common box wine (like Franzia), while it's in a box the wine itself is stored in a plastic bag. Some wine retailers are removing the box all-together for a more sleek look.
ReplyDeleteFor example, Nuvino has four wines from four regions: Australia, Argentina, South Africa, and Chile. The pouches are made by PreservPak and marketed by Nuvino. Each pouch is a single serving and retails for $4.
One wine blogger's review:
"While tasting the wines from Nuvino packaged in foil pouches, I did not think about Capri Sun as much as I did the space program, and how it felt like the kind of beverage packaging that one would need in zero gravity."
http://www.nuvino.com/
Really interesting discovery, Stella! Wine in cans still represents only a few percentage points of the market, but sales have exploded in the past few years, from about $2 million in sales in 2012 to nearly $15 million in 2016, according to Business Insider magazine. Last summer, Trader Joe’s offered an inexpensive canned bubbly called Simpler Wines, which sold out as fast as they could restock the shelves. I share the same belief that wine in cans will appeal to more millennial customers in the years to come.
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