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THE CONTINUOUS EXPANSION OF CANNED WINE

The canned wine segment is gaining more and more acclaim in the various international markets.

The advance of canned wine continues, one of the fastest growing segments in the United Kingdom and United States markets, certainly favored by the ways of consumption in times of pandemics, but also by the preferences of the new generations, as evidenced by the positive trend in recent years“.

This segment is very popular and is enjoying great success in Anglo-Saxon countries: they have the optimal characteristics for the contemporary consumer. The canned format is very convenient to carry around and perfect for single consumption; moreover, the packaging is innovative, with a creative and captivating design, and sustainable, above all. This category, in fact, mainly adopts recyclable materials, with zero impact on the environment and on people’s health; in line with the trends of recent years. The canned wine segment also has some advantages on the logistical front: cans take up less space, weigh less and allow for greater margins compared to the standard 750 ml format.

Although this market may encounter mental barriers from traditional consumers, canned wine is booming and has excellent growth prospects ahead of itself. “It is the youngest consumers who are the most open to this novelty, with 42% of Americans between the ages of 25 and 44 considering the purchase of wine in cans, a significant increase compared to 2017 (33%). The same goes for the United Kingdom, which went from 21% in 2017 to 32% in 2020“.

There are many opportunities that wineries could exploit by entering the canned wine market. Wineries, in fact, could ride the wave of Ready To Drinks and low alcoholic beverages (very popular trends in the Anglo-Saxon world), thus presiding over further slices of the market.

The entire article of Wine Meridian is available here.

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