Canned wine is a hot trend in the wine industry, and it shouldn’t be ignored.

“Sales of cans increased 69 percent in 2018, with volume up 47 percent over the previous year, according to Beverage Media, citing Nielsen statistics.”

Nearly twenty years ago, Oskar Blues did something bold: They put their craft beer into cans. The industry was skeptical about moving away from glass bottles.

Canned wine

But now, for reasons like convenience, sustainability and consumer preference, canned craft beer is becoming more and more the new norm.

Brewers Association explains that though “bottles still remain the majority of packaging for craft brewers, as the chart below shows, can volumes, and their share of craft sales, have continued to rise on a fairly consistent basis over the past few years.”

Canned craft beer

As canned wine continues to prove itself a trend in the wine industry, it’s important we pay attention and be open minded to adopting this rising style of packaging.

Canned wine is a hot trend in the wine industry, and it shouldn’t be ignored.

“Canned wine accounts for a tiny fraction of the market, still only about 1 percent. But sales of cans increased 69 percent in 2018, with volume up 47 percent over the previous year, according to Beverage Media, citing Nielsen statistics.”

Washington Post

One of the most prominent reasons some wineries are already starting to offer canned wine is to reach an audience of younger wine drinkers.

Reaching the Millennial market with canned wine

Right now, most wine is consumed by Baby Boomers, but it’s not going to stay that way.

How do you attract Millennials, who are reported to become the largest generation of wine drinkers in 2026?

Millennials are open to canned packaging and are looking for the perfect Instagram pic. Canned wine looks fun, it’s different, and it feels more casual and playful than traditional wine bottles.

Canned wine millennials

Back in 2017, I wrote a blog post about why Millennials like canned wine. A Texas Wine Marketing research study reported some of the reasons Millennials gave:

  • I like cans because I can put a straw in it and not smudge my lipstick.
  • I like the can because I could walk down the street, drinking wine and nobody would question me.
  • I would buy it for regular single serving consumption at home. Wellness is a huge priority to Millennials.
  • I would take it to a gathering with friends, like the beach, camping, and outdoor events.
  • Wine in a can looks fun, I’ll try it. Millennials are known for being open to trying new things.

Canned wine is more sustainable, which also appeals to Millennials.

What about the packaging?

Just as is true with bottled wine, canned wine offers an opportunity to establish a brand identity that resonates with the audience you’re trying to reach.

We had the opportunity to create some gorgeous canned wine packaging for KC Wineworks, who successfully launched their canned #ShowMeSangria in 2018.

Canned wine

Canned wine opens the door to a whole new world of packaging, which gives you the opportunity to connect with your audience in a different and exciting way.

“As the main (and often only) physical interaction with a Direct to Consumer brand, packaging is the most important touchpoint in the customer journey.”

Household

For any business that sells real, tangible products, packaging design is always a crucial piece of developing a brand and resonating with your customers.

After all, you have mere seconds to catch someone’s eye across the aisle.

Ask us about our market research, strategy and design services. We’d love to brainstorm and innovate with you! 

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