LIFESTYLE TREND: CANNED WINE

The times where quality wine was exclusively poured from bottles in tinted glass with corks seem to be long gone. Plenty of packaging alternatives have conquered wine markets around the globe now offering the matching solution for just about every need.

The times where quality wine was exclusively poured from bottles in tinted glass with corks seem to be long gone. Plenty of packaging alternatives have conquered wine markets around the globe now offering the matching solution for just about every need.

Wine from the tin can: for some an It-beverage – for others a ‘no-go drink’. Whatever the preference - they are beautiful to look at all the same. Photo: unionwinecomany.com

HIP & COOL
Traditional wine drinkers may still have reservations when it comes to tin cans. But there is one thing they should consider: at least canned wine can never taste corky. And even bottled wines are not all matured in wooden casks. However, there is no denying the fact that canned wine has a completely different feel to it.

And this look and feel is precisely what appeals to the young target group of 25 to 35-year old women: hip, young, cool and relaxed – always ready for the next party. No doubt about it: cans are handy. They fit into every woman’s handbag, cannot break and are lighter than glass containers and easy to portion. On top of that, they are 100% recyclable. No wonder sales of canned wines in the US have soared by a striking 125%.
 

The canned RICH prosecco was promoted by hotel heir and It-girl Paris Hilton. Photo: RICH Prosecco

TREND WITH CELEBRITY FACTOR
A prominent example of this trendy lifestyle target group is hotel heiress Paris Hilton, who graced the Austrian brand campaign for a canned prosecco with the befitting name “Rich”. Although coming from a completely different age group US film director Francis Ford Coppola also seems to have a flair for this It-beverage. In his Francis Ford Coppola Winery he also offers exquisite wines in small cans now bearing the famous family name or individual family members’ names and integrates the straw into packaging right away.  

THE HISTORY OF CANNED WINE
The canned wines so trendy today can already look back on an all but short career. As early as 1936 wine is said to have been filled into cans. In those days, however, the taste was still very metallic. This only changed in 1996 when the first cans were treated with a coating.