Last Updated on August 2, 2024 by Troika Gellido

Imagine sipping a crisp, refreshing rosé straight from a sleek, portable can as you bask in the sun at a music festival, or maybe a picnic. This scene isn’t just a marketing dream—it’s the reality that’s reshaping today’s wine industry. 

As traditional wine rituals give way to modern conveniences, canned wine is emerging as the must-have drink for young wine lovers. The rise of canned wine packaging in the modern market is inevitable and it’s high time for us to discuss how it’s affecting the industry and its traditions. Let’s dig more into this topic, guided by expert insights from Zeke Blattler and Cory Assink of Los Cuernos from a recent Legends Behind The Craft episode hosted by Drew Thomas Hendricks of Barrels Ahead. 

Top 3 Reasons Why Canned Wine Appeals to the Modern Market

There’s no argument for how the convenience and portability of canned wine perfectly align with the lifestyles of modern, younger demographics like the Millennials and Gen Z. Here’s why it’s attracting them:

1 – Convenience and Practicality

Whether it’s a casual picnic in the park, a hiking trip, or a beach outing, canned wine offers a practical and stylish solution. The single-serving size ensures freshness and eliminates the need to lug around heavy bottles and glasses. According to Bauerhaus Design, canned wine’s portability and ease of use have made it a popular choice for outdoor enthusiasts and social gatherings.

Music festivals and concerts are other settings where canned wine shines. Many events prohibit glass containers for safety reasons, making cans a perfect alternative. The compact and durable nature of cans allows festival-goers to enjoy their favorite wines without the risk of breakage. As reported by Food & Beverage Magazine, the approachable and fun packaging of canned wine resonates well with the festival crowd, enhancing the overall experience​.

2 – Versatility and Moderation

Another appealing aspect of canned wine is its versatility. Aluminum cans can hold various types of wine and unique selections. This diversity in product offerings allows wineries to cater to different consumer tastes and preferences, further driving market adoption​. 

The design of the cans also preserves the integrity and flavor of the wine, ensuring a high-quality experience in a convenient format​. People also prefer it to control portions served. Canned wines typically come in a 250ml size, which is one-third of a traditional wine bottle. This makes it easier for consumers to enjoy a single serving without the commitment of an entire bottle, reducing waste and promoting moderation. This size also allows groups to sample different types of wine without the need to open multiple full-sized bottles, catering to diverse tastes and preferences in social settings.

3- Eco-Friendliness and Sustainability

The environmental benefits of canned wine contribute to its appeal among eco-conscious young consumers. Aluminum cans are highly recyclable and have a lower carbon footprint compared to glass bottles. Recycling aluminum saves about 95% of the energy required to produce new aluminum, making it a more sustainable packaging option​.

The production and transportation of canned wine are more energy-efficient than glass bottles. Cans are lighter, which reduces fuel consumption during transportation, and they stack more efficiently, maximizing space and further lowering emissions. These factors contribute to a smaller overall carbon footprint for canned wine.

Younger demographics place a high value on sustainability, often choosing products that align with their environmental values. According to a First Insight study, 73% of Millennials are willing to spend more on sustainable products, and 62% prefer to buy from brands that are committed to reducing their environmental impact​​. The rise in canned wine sales reflects this trend, as young consumers increasingly opt for products that offer both convenience and a reduced environmental impact. 

On another note, while demographics plays a huge part in reaching your target audience, wineries are encouraged to think beyond this and consider a more important factor: psychographics. Drew Thomas Hendricks noted, ”…We got to stop worrying about Gen Z, Millennials, Gen X, the age does not matter. ​​Really, it’s that psychographic profile that will resonate with the brand. And I think a lot of wineries are missing that boat.”

As for Los Cuernos, continuously developing strategies that would appeal to their market is a big thing for them, Zeke Blattler shares: “Couple things that we did different, we knew we were going to do calorie count right away. So we put calories on there. We put that it’s low carb, low sugar, naturally.”

The Numbers Don’t Lie: Looking into the Future of Canned Wines

While canned wine is challenging traditional wine concepts, it’s important to balance your strategies by looking at its potential. Recent studies show that the canned wine market is experiencing significant growth and is projected to continue expanding robustly over the next decade. In 2023, the global canned wine market was valued at approximately USD 605 million. By 2030, this market is expected to surge to USD 1,561.0 million, reflecting a compound annual growth rate (CAGR) of 14.5% during the forecast period​.

The growth of e-commerce today also presents a significant opportunity for the canned wine market. Online retail platforms enable direct-to-consumer sales, allowing brands to build stronger relationships with customers and offer a convenient shopping experience. 

The future of canned wine also brings solutions to labor costs in the restaurant industry and the rising demand for cheaper wine alternatives. According to Zeke, “… we see labor costs as the most hard to manage cost variable in the restaurant industry. And now we see kiosks and people ordering. So bottle of wine is not going to work in an automated and robotics world. Cans already do, and they will. And so the unique thing that we have done is we’ve actually made wine cheaper for everybody.”

Overcoming Challenges, The Los Cuernos Way

One of the challenges for this promising innovation is overcoming the traditional perception that canned wine is of lower quality compared to bottled wine. Educating consumers about the quality and benefits of canned wine is crucial for sustained market growth​. As for Los Cuernos, their marketing strategy is simple, direct, and is intended to capture the right market. Cory Assink shares: “So our whole thing is ‘Great Wine, No Rules’, talking about bucking the system, thinking differently, thinking about wine differently. And still appreciating the history and the tradition of wine itself, but just thinking about it in a new way.”

Finally, wineries should know that this doesn’t stop here. It’s just the beginning. Continuous improvements in packaging technology and product innovation are crucial for sustaining market growth. Advances in canning technology can ensure that the wine’s flavor and quality are preserved, while innovative packaging designs should be strategically developed to attract consumers’ attention and enhance brand visibility​.