Branding Lessons from the Canned Wine Industry

Cans not only provide the convenience and the WOW factor for the bold and beautiful but are also hip with the millennials. It’s a matter of time when they will dot bars and retail shops.

- Misty Ahmadi

Wine, as a traditional industry, has to fight against the unapproachable connotation that newer drinkers often fear. From a flexibility and commitment standpoint, other forms of alcohol can be more approachable (at least on the surface). But this is exactly where the canned wine industry seems to have found its sweet spot.

What I find particularly exciting about canned wine is that it seems to be filling a very unique void: it’s an olive branch to invite people to easily begin their wine journey, but still offers highquality offerings for those with a refined palate. The introduction of canned wine is allowing consumers to take control of how they discover wines they like — and who doesn’t love being in charge of their own story?

One of the ways that I believe that canned wine is absolutely crushing at inviting people to explore a new vessel for wine consumption is their branding. It’s obvious that the canned wines on a shelf invoke an enticing combination of familiarity, confusion, and daring excitement. Why?

Cans are familiar — people already drink out of them.

Cans are portable — you don’t have to worry about glasses breaking or carrying cups to drink out of.

Cans seem cost-effective — price point wise, it seems like a good way to taste wine without overcommitting (but as Rachel, The Wine Nerd, shows, you’re actually getting a lot of wine in a single can!).

Cans seem anti-wine establishment — your mom is not going to reach for a can of wine.

So, what are the key things canned wine is doing well in branding?