Millennials driving trend for canned wine to avoid binge drinking

Canned wine is set to be one of the biggest alcohol trends of 2019, according to retailers, as young people conscious of avoiding binge drinking opt for smaller measures.

Wine manufacturer Mirabeau en Provence is among those jumping on the bandwagon, with plans to release a rosé wine in a can in the UK from next year after seeing success in the US.

Stephen Cronk, the company’s co-founder, said millennials enjoy the cans as a means they can buy a single measure rather than a whole bottle.

He added: "One of the most exciting trends in wine is high quality wines being sold in cans. So it's time to ditch the corkscrew as canned wine isn't just a passing fad, it's a $45 million business, according to Nielsen. So what is causing this trend?

"It seems that millennials are loving the sustainability and versatility angles. Cans are lighter to transport than bottles and are recycled more than glass, which means it’s a greener option than bottles.

"But above all it’s the benefit of convenience, smaller sizes (25cl in our case), not needing a cork-screw and above all not being made of breakable glass means cans are highly portable and can be taken to beaches and parks where glass is often forbidden. So whether for a cheeky couple of glasses in the early evening or for picnics and boat trips, wine in a can is an ideal solution."  

Provence wine expert Pamela O'Neill agreed that can’s environmental credentials are a factor in their popularity. She said: "Aluminum cans leave a relatively small carbon footprint as they’re lighter than glass and require less space and packaging to transport, and, like glass, can be 100 per cent recycled, indefinitely, without material degradation.  

"Less cumbersome than bottles, cans are actually more likely to be recycled."

Waitrose has listed canned wine as one of the top trends of 2018 in its Food and Drink report, and say it is likely to become even more popular next year. The supermarket is adding two new canned wines to its collection this month.

Waitrose wine buyer Victoria Mason told The Drinks Business: “We’re excited to bring back the trend of wine in a can. Following the success of small bottles at Waitrose last year, with sales increasing by 10%, we know our customers are looking for convenient and environmentally-friendly packaging options for wine.

“Wine in a can is growing at a rapid rate in the US and it’s only a matter of time before this catches on in the UK.”