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Wine Spectator: Canned Wine Is Bursting At The Seams

August 5, 2020

Canned wine was once a novelty. No longer. In less than a decade, sales of wine in cans have jumped from just $2 million in 2012 to $183.6 million over the 52-week period ending July 11. Representing nearly 1.8 million cases of wine, the past year’s sales vaulted 68 percent higher than those of the previous 52 weeks, according to Nielsen data.

“The canned wines category is continuing to grow at its pre-Covid rate, and our internal numbers reflect that larger industry trend,” Brie Wohld, vice president of marketing at Trinchero told Wine Spectator. Trinchero recently launched its first entry into the realm of canned wine with Pomelo Wine Co. Sauvignon Blanc, joining a host of major wine industry players including E. & J. Gallo (Dark Horse and Barefoot Spritzer), Constellation Brands (Crafter’s Union, Kim Crawford and Woodbridge), and Ste. Michelle Wine Estates (14 Hands).

“We always felt that [canned wine] was not a fad, and that is why we stuck with it,” said Corey Beck, CEO at The Family Coppola, a pioneer in modern American canned wine with its Sofia Mini Blanc de Blancs, launched in 2004. The company installed a new canning line this year at its Francis Ford Coppola Winery in Geyserville and is producing some of its Diamond Collection wines in 250ml cans, including Pinot Noir, Chardonnay, and Pinot Gris.

Millennials drove much of the growth in canned wine sales earlier in the decade, but producers are finding that wine drinkers of all ages are drawn to the packaging’s convenience and reliability. “From my perspective, canned wine has always been about its context in your lifestyle, which means it is not exclusive to outdoor, or certain demographic groups,” said Ryan Harms, who founded Union Wine Co. in Oregon in 2005. One of the early leaders in the canned wine category, nearly 400,000 cases of Union Wine Co’s Underwood brand were sold in 2019, according to Impact Databank.

Winemakers also see cans as a good way to reach new consumers who might find traditional bottles intimidating. Constellation is making its Woodbridge by Robert Mondavi Cabernet Sauvignon in cans and partnering with NFL teams, including the New York Giants, Los Angeles Rams, and Chicago Bears. And canned wine scored another touchdown when beverage giant Anheuser-Busch’s Babe brand became the official wine sponsor of the NFL last year. Wine Spectator has a full report.—Augustus Weed

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