By Elizabeth Hans McCrone
The classic “wine snob” model, epitomized by images of cork sniffing connoisseurs spending lavish amounts of money on bottles culled from famous European cellars, may well be making way for consumers embracing a newer, fresher version of the beverage that’s driving a sharp, upward trend in the wine-buying marketplace: wine in cans.
Nielsen announced earlier this year that sales of canned wine increased from $6.4 million to $14.5 million in 2016, a whopping 125 percent jump. The same report notes that canned wine dollar sales soared 170 percent, versus a six percent increase in the more established box wine business for the same period.
Melanie Virreira, marketing team leader for Ball Corporation in North and Central America, attributes the growth in canned wine consumption primarily to millennials, who continue to break patterns all over the alcohol beverage map.
“What’s driving wine in can growth today is the combination of consumer trends and recognition of can advantages and capabilities,” Virreira attests. “We have a new wave of younger drinkers who are very receptive to new packaging types and unconcerned with the traditional ways of consuming their favorite beverage. Ultimately, they want to drink wine and they are asking for a package that allows them to do that where they want to and how they want to.”
It’s worth noting that wine in cans is not a new concept. In 2000, Francis Ford Coppola broke ground in the industry by launching the popular Sofia Minis; sparkling wine in a can, complete with an attached pink sipping straw. Other wineries followed suit and the canned wine revolution continued.
This past year, Coppola’s winery released three new versions of its well-known Diamond brand wines in cans: the Chardonnay, Pinot Grigio and Sauvignon Blanc.
According to Jennifer Leitman, Coppola’s Senior Marketing VP, the growth in canned wine and response to the newest Diamond wine in cans has been “amazing,” which she chalks up to businesses successfully tracking and responding to contemporary lifestyles.
“Our industry isn’t immune to larger trends,” Leitman notes. “People take their music, their entertainment, their food, their phone … everywhere. Computers are a great example. From giant desktop computers, to laptops, to smartphones and tablets. They’re getting smaller and more portable. You can work from about anywhere now … why not drink wine in more places too? Blending experiences together is big.”
Virreira and Leitman will be bringing their insights and perspectives about the canned wine industry to the 2017 WIN Expo, taking place at the Sonoma County Fairgrounds in Santa Rosa, CA on November 30, in a conference session called “Canned Wine: Crushing the Stigma by Raising the Quality.”
Virreira will be moderating the session and Jim Doehring, Founder of Backpack Wine Co. and Ashley Sebastionelli, President and Co-Founder of Lucky Clover Packaging will join Leitman on the panel.
For more information and registration, go to: wineindustryexpo.com.