In recent years we are witnessing more and more the affirmation of canned wine on the international market.
“The boom of recent years in the US, UK and Australia and the new consumption habits are driving this alternative and sustainable format, especially among the youngest“.
This new type of wine will acquire a stake of $ 155 million by 2027, with a compound annual growth rate of 10.4%. The most widespread type is sparkling wine, with a share of 60% by volume, even if for the future a more equal distribution between sparkling and still wines is expected. “Demand will be driven by the ease of transport, the greater resistance of the containers compared to glass, the expected increase in outdoor activities, but also by the categories of Millennials and the working age population who buy on the Internet channel“.
The United States holds the largest market share in terms of canned wine consumption, with 35%. In 2020, the turnover amounted to 180 million dollars, an excellent value, considering that in 2012 the value generated was only around 2 million dollars.
“The novelty of 2021 is called Zai urban winery, a Veneto company created with the aim of proposing, through a green philosophy, super premium wines in the aluminum format“. This year the company wants to reach a quota of 2.5 million pieces, while for the next few years 7-8 million. “The target consumer is represented by Millennials, but Zai also aims to enter the universe of meals at home, vending machines and airlines“.
The complete article by Tre Bicchieri can be found here.