Drinks News
Canned wine is moving from the supermarket shelf and onto the bar. We spoke to Mark Roberts at Lanchester Wines to find out why this is a strong move for the on trade:
The wine bottle dates back to 4100BC so, as with all products, an evolution is inevitable.
There’s no doubt the rise and rise of canned wine is causing a disruption – and its sparking a debate dividing the purists from the innovators.
But, our lifestyles have evolved so much that I firmly believe a review and update of format is essential for the ongoing success of wine. Wine must fit within the modern way of life and it must encourage new drinkers into the category.
Canned wine is the fastest growing of these new formats – at a rate of approx. 6% year on year in Western Europe. The can is a format consumers are familiar with, whether through soft drinks, beers or ciders. It’s an uncomplicated
packaging solution which resonates across all age groups and lifestyle choices – the environmentally conscious millennial through to Baby Boomers and Gen X-ers seeking both convenience and variety.
There will always be some resistance to any change and of course some premium wines simply can’t be sold in different formats (ie Champagne). But, in general, the average drinker is open to trying new things, new formats, new wines, new styles – perhaps it’s actually us the trade who need to embrace the idea of different formats in order to catch up with consumer demand? For example, it wasn’t so long ago the UK wine trade baulked at bulk wine or screwcap and, in a way, consumer demand has ensured both are now the norm.
Indeed, when predicting which wines will be available in cans over the next few years, many will look to bulk for inspiration - we’ve seen the increased sophistication of the global bulk wine market lead to greater availability of wines at all levels, offering customers increased choice and superb value for money.
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20
October 2019
www.venue-insight.com
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