What’s Up With Canned Wines?
Canned wines have flooded our local liquor shops, supermarkets and even wine menus. They’re an easy selection for people who want to take a wine on the go!
Canned wines are getting super popular and according to a Nielsen study are selling at a rate of at least a 70% increase each year.
Since 2010, canned wine has started to put itself in the market. Leading brands like DrinkBev, 14Hands and House Wine were some of the first canned wines we saw on our shelves. Many producers and consumers have scoffed at the idea of a canned wine because it isn’t “proper” or “classy” like the romance that is a bottle of wine. Popping the cork is a ceremony and something that’s special about a bottle of wine…so how can you take this part away from it?
Well, Millennials liked the idea of canned wines, and many wineries liked it too. On the side of the consumer, canned wines are EASY. You pop it open, it has between 1 and a half to 3 glasses of wine per can and you throw it out when you’re done. It has a sleek look and it is simple to open a can and carry it around. Much easier than that time you brought a bottle of wine to a picnic and forgot the corkscrew!
It’s also environmentally friendly. Rather than all of the carbon emissions from natural cork traveling from Portugal to wherever it ends up in the world, these cans can be made right in the winery and then the whole thing is recycled when it’s done.
From the producer side, it’s way cheaper! Producing a can costs a fraction of the cost of a bottle, label and cork. Packaging these cans up takes minimal time and it holds for quite a while. If a winery were to produce half bottles, it’s costly both in time and money. The cans can hold as much or more than half bottles and it’s much more time and cost effective.
We recently conducted a study on millennials and their thoughts on half bottles of wine. 57% of millennials who participated said that they’d like to see more half bottles on the market. They like the idea of not wasting half of a bottle of wine because they didn’t drink it. The can is a great inexpensive way to make this happen.
When packaging these wines, the canning process is a smooth transition. Many wines are fermented and aged in steel barrels. By changing from the steel barrel to the aluminum can, it doesn’t go through the same bottle shock period that the wine goes through when it enters a glass bottle. That means once it’s canned, it can hit the shelves right away.
Now, this by no means is us saying we prefer canned wines to bottles. Bottles are beautiful, they enhance the romance of the wine drinking experience; from the weight of the bottle, to the popping of the cork, to the “glug, glug, glug” sound of the wine pouring into the glass. But millennials do enjoy canned wines as well and that should be something producers see when it comes to marketing to millennials.
As a part of the Millennial Competition, we believe that all wines should be treated equally. That’s why we don’t have a separate canned wine competition. We mix the canned wines with the bottled wines in a blind tasting flight. Whether it’s in a can or a bottle, it’s most important that we find quality wines. And we are excited to see what canned wines can do this year as they did last year!
Canning your wine is a great way to save money and to appease your consumers. At the end of the day, if the wine is good, and it’s from a can, this could definitely be a plus.