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CANNED WINE BEGINS THE CONQUEST OF FRANCE

This new format is slowly finding its way into the French wine market as well.

According to a survey funded by Ball Corporation, Generation Z and Millennials seem to be the main target of this packaging that is experiencing a real craze in the United States”.

If in the US canned wine is spreading like wildfire and is super popular with consumers, in France this market is slowly developing now. The two main factors that triggered this trend were the Covid crisis and the increasing attention of consumers to the environment and recycling, which allowed people to get closer to this new type of wine. However, it must be remembered that in France wine is considered a cult and there are statuary elements, such as bottle and cork, which represent a barrier to entry for any type of novelty.

The younger generation seems much less reluctant to open up to this new typology. The Ball Corporation survey reveals that 48% of Generation Z and 43% of Millennials in France drink or intend to drink canned wine”.

The incidence of canned wine in France also varies according to the region and type. Regarding the former, the North and the Paris region are the most open to novelties and canned wine; the other areas remain a little more hesitant. As for the type of wine, “the can is growing more for rosé wines (28%), followed by white or rosé sparkling wines (25%), still whites (18%) and reds (16%)”.

The Ball Corporation survey shows that interest in canned wine is growing in France and, even if the data of the analysis refer to low absolute values, it believes that there may be great foundations for the development of this market.

The full Vitisphere article is available here.

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