El canned wine It has been growing in sales for years, although it may not seem like it. In our country it is little known despite this being one of the major producers of wine globally. There are those who see it as a solution to bring wine to the public young. However, others see it as tarnishing an old tradition. In United States it is already a consolidated reality and it does not stop expanding rapidly. Discover the product that will revolutionize the wine industry. Or not?
The wine is so old that, according to the remains found in the Zagros Mountains, Iraq and Iran, it dates from Neolithic. During its history it has stored in different ways such as jars, barrels, boots, bottles ... Now it's up to the year. The value of sales of canned wine grow an average of 10% but also 2027. This may have some logic if we look at what is happening.
Canned wine emerges
In recent years, enthusiasm for Outdoor Activities like camping. For example. from 2017 to 2018 the number of places to camp in the US grew by 1 million. For this reason, the main companies launch beverages with packaging more practical when carrying out these types of activities. In addition, Millenials and working class they spend more money on wine than on spirits like whiskey or rum. Young they begin to take center stage in the world of wine.
Virtues
This type of container has several and advantages. Bill canned wine does not come in contact with metal, so it does not affect its flavor. They also stand out for being less expensive cans than glass bottles. Also I know recycle more easily, so they have a higher recycling rate. These virtues are expected to help launch the format during the predicted time.
You may just take it for its practicality. Maybe from time to time you want to taste a good wine without opening a whole bottle Only for you. Maybe you want to have a good can repertoire in a dinner or lunch to adapt to the taste of the guests. If you like sparkling wine, this was the one that captured the largest market share in 2019 (60%).
USA case
If you live in United States you can find a great variety. The wineries with more prominence were E & J Gallo Winery, Union Wine Company, and Integrated Beverage Group LLC. Plus SANS WINE CO., Sula Vineyards Pvt.Ltd and The Coppola Family. Despite this large share, demand is expected to grow the most in Asia-Pacific. Wine is becoming popular in places where it used to be sparsely consumed. For example: China, Japan, India and Thailand. It has become fashionable at parties and informal dinners.
Speaking of price, in US a can of wine will cost you between four and seven dollars. However, the bottle costs between eleven and twenty-five. To this you add that you can take it to places where glass is prohibited (such as concerts) and success is served. However, money is not everything for some winemakers.
Pilar Cavero, former student of Celler de Dog Rock, thinks that the can can suffer more temperature changes during transportation and storage. For her, the canned wine It is an invention of companies that treat this drink as mere commodity. They affirm that they are only interested in selling and that they ignore the long run tradition winemaking. Think they should give value to the wine instead of deforming it to reach a different audience.
Possible evolution in Spain
If the US went from selling 17 million cans to sell 19'1, Spain could register a similar evolution. It is true that our country has a culture around wine different from that of the North American country. The tradition is much older and older. However, its consumers are usually people of middle age. Few YOUNG they are used to drinking wine with great regularity. These could be attracted to the can format. This has already worked in the commercialization of the cider and summer red. Thus, they are in any grocery store.
With proper marketing and Accesible price could grow fast the canned wine. By the time the pre-pandemic normality has returned, it is possible that the culture of the bottle among young people will return with force. With the cans they will be able to access any concert or outdoor party in which the glasses. Cans with which it will be more profitable to get drunk than with beer. Beer has a 4-5'5% of alcohol normally while wine around the 13%.
In addition to this, it should be noted that the current means by which more canned wine es Internet. Perhaps advertisers should start bombarding the target audience - youth - for the duration of the social distancing. We are not seers but we appreciate the enormous potential of this format in Spain. Now we just need to see how it evolves.
