This new type of wine is not only sustainable and has a positive impact on the environment, but it is gradually conquering even the most skeptical consumers.
“Purists are horrified, but canned labels are conquering the world, especially the younger audience: Northern Europe and the USA are at the top of the list and Italy is also beginning to appreciate the new practical and fun products”.
Currently, still many consumers (mainly those with a more conservative spirit) believe that quality wine must necessarily have a cork stopper. However, in the last year a considerable number of wine drinkers have opened up to new formats, new trends and have begun to increasingly appreciate canned wine. This is particularly suitable for sparkling wines and those with low alcohol content. It must also be remembered that this format is eco-friendly and sustainable, as aluminum is a highly recyclable material.
“Globally, the numbers speak for themselves: canned wine is a growing market – the United States, Australia and England in the lead – with staggering figures that exceeded $ 180 million in 2020“. In Italy, if on the one hand consumers are still slightly hesitant towards canned wine, on the other hand many wineries have begun to orient production towards this format. Among these we can mention Zai Urban Winery, a Veronese winery dedicated to processing grapes and packaging cans, which recently won two gold medals at the International Canned Wine Competition. The winery’s mission is to make the whole world understand that Italy not only makes quality wines, but is also capable of presenting itself with an innovative image.
“There is no doubt that the pandemic has helped to create new trends and that, especially for millennials, the practicality of a compact product, quick to cool, with low environmental impact and global inspiration, has not escaped“. This will certainly be a trend that will continue to grow in the coming months/years and to which Italian wineries will have to pay particular attention to keep up with the latest trends in the sector.
The completeRepubblica article is available here.