General
Wine in a can is here, but stigma and tradition are major hurdles for the tinned beverage
Up against perceptions of “no glass, no class” and “drinking wine out of a tin”, beverage market analysts nonetheless say canned wine is an emerging market.
Key points:
- Australia is recording 30 per cent year-on-year growth in canned wine
- It is attracting younger consumers for its transportability, convenience, and sustainability
- The US, UK, and Australia are the leading markets for wine in cans
The United States, United Kingdom and Australia are the three leading markets, says Daniel Mettyear, head of wine at IWSR, which conducts market research for clients including beverage companies.
He said the main drivers for canned wine were portability, convenience, and sustainability, the last point being especially important to younger consumers.
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