Wine has long been considered a ‘classy’ beverage — meant to be paired with a fine meal or enjoyed in a bubble bath after a long day at the office. But not every wine lover has the time to cook a decadent meal or soak in a tub. Wine lovers come in all different shapes, sizes and styles, and they have proved to be just as ‘hip’ as the craft beer and whiskey bros.
So why do beer lovers get all the new gadgets and new can designs? Winemakers and wine lovers alike are passionate about innovation, sustainability and good, quality design. There has been a bevy of new tools and equipment developed for the winemaking industry. More and more winemakers are experimenting with the control and sustainability offered by stainless steel wine barrels. Tech innovators are creating new, more efficient ways to control the fermentation environment of wine. So what about the consumer? Where are their innovations? Where is there evolution of the wine industry?
It may seem like a small step, but wine in a can is changing the way consumers choose and enjoy their wine. No longer must winemakers lug around glass bottles and corkscrews. The boon of canned wine options has opened the door to more convenient and casual wine drinking. Let’s face it, wine lovers drink wine because they love it — not because it pairs well with that steak they slaved over in the kitchen. They should be able to love their wine wherever they are, and not feel tethered to a glass. Nielsen has announced that sales of canned wine increased from $6.4 million to $14.5 million in the last year. That’s a 125 percent increase in one year alone.
Just as stainless steel wine drums offer winemakers an increased level of control over their wine, cans offer winelovers more control over the wine they enjoy. Increased portability, the perfect portion, and aluminum cans are 100% recyclable, which 80% of consumers reported as important to them. Cans keep white wines and roses cool and make them seem even more refreshing. Cans give marketers even more real estate for branding and design. Furthermore, the can preserves the freshness and flavor of the wine by keeping out light and air.
Yes, the beer and soft drink industries have been using cans for decades and the wine industry didn’t take canning their product seriously until about one decade ago, but their decision, however late, has been rewarded. And who knows, perhaps we weren’t ready for canned wine twenty years ago. But one thing is for sure, we are ready for them now.