RESEARCH – CONSCIOUS CONSUMERISM, CONVENIENCE, SUSTAINABILITY AND BOOMING SALES.
As reported by Delish in March 2021, canned wine was expected to be big in the following summer – and it was! As commented then by co-founder of Glass Half Full Drinks, Tom Surgey, ‘canned wines are booming because they offer convenience ….smaller serve sizes and they have a positive environmental benefit too; all really important factors as conscious consumers when making purchasing decisions in 2021 and beyond’. As reported in Packaging News in August 2021, a survey by Norstat revealed more than half of Millenials and GenZers in Britain now choose wine served in cans; 52% of people aged 18 to 44 drink wine in cans or planned to do so over the following 12 months.
In terms of sustainability, The Grocer reported in February this year that more and more producers are switching on to aluminium cans – ‘aluminium has several benefits, including being infinitely recyclable; it’s the most recycled packaging material in Europe (MPMA) and can be transported efficiently due to its light weight’.
All of the above is reflected in sales – NeilsenIQ reported in December 2021 that their data showed record value growth for canned craft beer and wine – canned alcoholic drinks now make up 17% of the alcohol market’s total annual value; the largest percentage growth for cans came from the wine industry , with a disproportionately high 187% increase in the value of canned wine compared to the wine category’s modest 19% value increase as a whole.