How is canned wine innovation evolving?

As Covid-19 prompts consumers to increasingly shift to on-the-go drink offerings, IWSR looks at how the canned wine space is evolving.

Covid-19 has prompted consumers to increasingly shift to on-the-go drink offerings. The subsequent rise in demand on aluminium cans has strained supply in some markets. Has this shortage impacted canned wine adoption amongst consumers? IWSR looks at how the canned wine space is evolving.

Canned wine is overcoming the stigma surrounding alternative wine packaging formats thanks to its environmental credentials, convenience and a growing appeal among younger consumers. In some markets – notably the US, but also the UK and Australia – the format is moving closer towards broader consumer acceptance, similar to the position of screwcap wines 15-20 years ago.

However, despite a number of positive attributes, including easy storage and transportation in the supply chain, and portability by consumers, wine in cans still faces a number of barriers, including negative quality perceptions by older wine consumers, and continued resistance in more traditional wine markets.

According to IWSR research director and head of wine, Daniel Mettyear, a new wave of quality-focussed canned wine products is cutting through the traditionally negative perceptions of the format from the sometimes conservative wine industry. “Newer, younger consumers are more willing to try out wine in cans and get involved with the category,” he says.