Findings by GlobalData, a UK based data and analytics company, has shown canned wine is increasing in popularity as part of a rise in sustainability and health and wellness trends.
Despite its recent conception, Holly Inglis, beverages analyst at Global Data, believed its single-serve sizing makes it t a great choice for consuming in a range of occasions.
“It’s small, and non-breakable packaging format makes it easily transportable, which is perfect for the growing preference for the e-commerce channel,” Inglis said.
Beside the convenient packaging, increasing environmental concerns are also driving demand.
“As well as being a convenient and trendy alternative to glass bottles, aluminium cans are more sustainability efficient, with cans being more widely recycled, as well as being lighter in weight, therefore, making them easier to transport,” Inglis said. “Aluminium can format also has potential to reduce over-consumption, as the majority of pack sizes are 25cl, unlike bottles where the standard size is 75cl, presenting an opportunity for consumers to monitor their intake reasonably.”
GlobalData’s Market Assessment of the UK wine market found that from 2014 to 2019, the value of the wine market in the UK increased 3 per cent from $25.6 bn to $29.7 bn, with expectations for the market to continue growing from 2020 to 2024. Global Data also found within the UK that the millennials age group was the main driver of e-commerce demand, with 23 per cent buying alcoholic products online since the beginning of COVID-19.
Companies are increasing attention towards packaging designs in an attempt to tackle this new market. Kiss of Wine, a UK company, recently partnered with a range of independent winemakers to produce metal cans, each sold with unique colour schemes and packaging.
“For wine connoisseurs, wine in a can carries similar connotations to that sold in box format – lacking quality. So, producers of recent launches have paid particular attention to ensuring products carry ‘quality’, ‘elegance’ and ‘premium’ tags, with some going the extra mile by releasing products with vegan, low-calorie, and organic attributes,” Inglis said.