The wine-in-a-can segment is growing in terms of market share, sales revenues, and M&S expenses. Key industry players such as Dancing Coyote, Kingsland Drinks, Riaza Wines, and Broadland Wineries, have diversified to exploit the canned wine opportunities.
- Dancing Coyote is one of the many wineries that have diversified into the canned wine market, a $45 million business. This winery offers a wide range of options such as Pinot noir, rosé of Pinot noir and Pinot Grigio based in the Lodi appellation. These varieties come in packs of four 250 ml that go for $16.
- Dancing Coyote Wines are up to natural standards, but in a loose definition as they are made of solely organically grown grapes, fermented spontaneously with indigenous yeast that sometimes involve little additives such as Sulphur dioxide. The grapes are handpicked, and the bottling involves little or no fining and filtering. The wines typically sell for $13.
- According to experts, canned wine has faced challenges because of the screw cap stereotype versus cork. Over the years, however, wine drinkers are accepting screw caps. Going by the statistics, the canned wine sector raked in 4.5 billion or 25% in 2016.
- Canned wine consumption is growing exponentially at a rate of 6% year-on-year in the UK. Many wine companies such as Kingsland Drink have exploited this opportunity and diversified into the wine-in-a-can segment.
- In the first quarter of 2020, Kingsland Drinks expanded its operations in Manchester to include a new £1.2 million canning line. The investment sought to catapult the company into exploiting the pending opportunities in the canned wine market in the UK, which has shown growth potential, driven by trends such as convenience and sustainability. The canned segment is expected to produce 80 million cans a year, and increase production based on demand growth.
- Officials at Kingsland Drinks believe that canned wines in the UK are expected to occupy an even more significant market share by the end of 2020, especially among the new and younger consumers. The younger generation in the UK is looking for realistic packaging formats.
- One of the critical drivers for canned wines is lower-abv drinks. Lower-alcohol wine-based beverages in the UK will propel the market share growth of canned wines, especially the 4-5.5% abv, being deemed easier to access and ready to drink than typical bottled 11-14% abv wine.
- In 2014, canned wines had a market share of less than $10 million. By 2018, the canned wine market stood at $70 million and has continued to grow on year-on-year basis, and is expected to grow by 10%.
- High end-wineries such as Riaza Wines are getting into this simple, environmentally friendly, and cost-effective packaging.
- Gaza Wines created an interactive canning operation in their tasting room, where consumers get to pick any of three wines on tap, fill as many 12-ounce cans, and watch them sealed on site ready for consumption.
- Each four-pack retails for $32. Riaza canned wines include Verdejo (Elemental), Garnacha Rosé (Irreverent), and Tempranillo-Zinfandel (Faultline).
- Broadland Wineries is convinced that even though canned wines are currently struggling to occupy the market, they can hold an impressive market share soon in the UK.
- While the canned wine format is yet to reach a 1% market share of the UK off-trade, it has continued to show notable growth potential. Many of the UK’s current trends have evolved, and the average price per liter in a can is higher than that of an average 75cl bottle.
- The pink fizz Mivino brand is Broadland’s most successful production. The canning line was added to the range at the beginning of 2019. According to the company’s marketing director, the canned brand grew 201% in sales during the 2018 summer, making it the fastest-growing single-serve brand in the UK market.
- Broadland is expected to release and launch more wine and non-wine canned brands throughout 2020, as well as offering retailers own label cans such as medium and short runs, to allow innovation and easy trial.