Absolute heresy to some, a convenient delight long overdue to others. Canned wine is starting to trend and everything indicates it’s here to stay. God save us all.
In an effort to appeal to a younger, social media savvy demographic, the wine industry is going through a sort of identity crisis. Companies are trying to ditch the traditional bottle and cork for alternative packaging, experimenting with all sorts of variations that range from Tetra Pak boxes to single-serving containers.
Now, it’s all about wine in a can.
According to a 2016 Nielsen report from the US, canned wine sales grew 125 per cent over just twelve months. That translates to an annual revenue of $16.4 million.
Following the trend set in the States, Dan Murphy’s is determined to convince a new generation of wine lovers to embrace the can.
“Over the last year, we’ve seen significant growth of wine in a can in other markets including the US, where it is a small percentage of total wine sales but growing exponentially,” said George Radman, head of wine for Dan Murphy’s.
“Our customers have embraced wine in a can due to its convenience. These products are lighter, typically less expensive and more portable than bottled wine. Based on the growth of canned craft beer over the last few years we have already seen a huge shift in consumer attitudes, it’s now recognised that a can doesn’t mean compromising on quality.”
To Irene Spokes of Barokes Wines, the unquestionable convenience of the can far outweighs what she calls the “snob factor” of the classic bottle. Barokes has been canning wine since 2003 and their motto proudly states, “Bottles and glasses? Who’s got time for that?”
Dylan Alexander is a director at Tailored Beverage Group, a company which has been experimenting with different types of blends and carbonation for years now.
“There’s no metallic taste from the can but carbonation has changed the flavour a little bit. It takes out a bit of fruit so the wine we started with was quite sweet,” he says.
“It’s only slightly carbonated, somewhere between a champagne and moscato.”
So, what do you think about this new trend? Sinful fad or a no-brainer?