"Wine Down" with Wine Cans: How Alternatively Packaged Wine Relieves Retailer Stress
Wine has long been viewed as a “fancy” person’s beverage, requiring lengthy rituals and cost-inefficient processes, intimidating consumers for centuries. However, with the industry rapidly changing to match consumer tastes, cans are proving to be an excellent way for consumers to just “wine down” and enjoy their drink without all of the other nonsense. Plus, canned wine offers the best of both worlds: bar and restaurant owners can keep their consumers happy, while still making it easier on themselves and their staff. Read about how below.
With canned wine sales growing 43 percent in the U.S. from June 2017 to June 2018*, it’s undeniable that the canned wine market means business (45 million dollars of business, according to Nielsen, to be exact). From consumer benefits to hospitality management benefits, it’s easy to see why alternatively packaged wine is gaining such rapid popularity. Here are 8 reasons why you should make the switch from glass and “wine down” with cans:
1. Canned wine is a great option for environmentally-conscious millennial consumers. According to Shelton Group, a sustainability-focused marketing firm, they've found that 90% of millennials will buy from a brand whose social and environmental practices they trust, and 95% of them will recommend that brand to a friend. Millennials continue to be one of the most environmentally conscious generations, despite growing up in one of the most economically difficult climates in the past 100 years. Canned wine is on brand for this generation as aluminum cans are much easier to recycle than glass. 70% of wine bottles end up in landfills due to their difficulty to recycle.
2. Cans result in less wasted product. Recyclability is not the only environment-friendly perk of canned wine. Glass bottles, being prone to breakage and oxidation, result in a lot of wasted wine. According to Statista, home consumers pour over $1.27 billion of wine down the drain and restaurants pour out another 18+ million bottle equivalents every year. Wasted product is bad for the earth, for consumers, and bad for a restaurant’s bottom line. Cans provide an easy, single-serving solution, which means less wasted wine due to spoilage or breakage.
3. Using cans as a quick, single-serving option also means faster service for consumers at restaurants and bars. The stackable structure of cans allows more cans to be kept in upstairs storage than large bottles with delicate bottle necks. When it’s finally time to re-stock, the barback can carry lightweight aluminum cans up the stairs much more easily and quickly than glass bottles. It saves time for the bartender who uncorks a new wine bottle every 6 glasses. It’s also easier on the manager who tracks inventory. Single-serving cans allow for 1-1 management with no leeway for improper pour sizes.
4. Cans are the perfect outdoor companion. Another important benefit of canned wine is that it is much lighter than glass, making it the ideal format to travel or take outdoors. Think outdoor concerts, hiking, beaches, pools, patios and rooftops! With so much anticipation, this warm weather is going to be calling for a lot of outdoor activity.
5. Cans save retailers money through disposal savings. Outdoor drinking is not the only advantage to the can’s weight. Bar and restaurant owners often pay disposal costs charged by weight of trash. With one case of empty glass wine bottles weighing 13.3lbs and a case of empty cans weighing 0.5lbs, canned wine saves a bar owner in his/her disposal costs.
6. Canned wine is more approachable to younger consumers. As Archer Roose’s slogan puts it so well, cans provide “Splendory without Snobbery.” Though glass bottles have long been perceived as the classy way to enjoy quality wine, the millennial consumer isn’t as susceptible to this kind of imaging. With the craft beer can revolution having taken off back in 2002 with Oskar Blues’ Dale’s Pale Ale, that means it’s been 17 whole years since cans have changed their own perception from cheap to convenient. New drinkers have grown up seeing cans in a positive light with some of the best beer being served in cans. So, we ask, why not wine?
7. Canned wine just keeps getting better. With the improved selection and quality of canned wines gaining on their bottled counterparts, the argument for bottled wine wanes each day. Respectable publications and wine authorities have already gotten on board with canned wine. Wine Spectator, Wine Enthusiast, and Food & Wine have all featured the format. From Provence Rosés to Chilean Malbecs, the options for canned wines have expanded dramatically and there is something for everyone. Better Wine Co. even provides a Nitro Rosé, the first nitrogenated Rosé ever. Good luck finding that in a bottle!
8. It’s totally instagram-able. As a bar owner or restaurant owner, what better advertising is there than social media? It’s a totally authentic (not to mention, free) way to connect with your existing and potential consumers. No need to post long menus that require constant maintenance online. Snap a photo of a can and post it on your business’ social channels. Your customers will also be snapping photos with their drinks in hand. Make it fun for your consumers by having beautifully packaged products to post. Take it a step further by making a statement with the cans you bring into your establishment. For example, Archer Roose’s Spritz comes packaged in a rainbow can during June to celebrate Pride month!
We’ve created a list of hassle-free, tasty, canned wine options for this Summer:
Rosé All Day Rosé with Bubbles - Aromas of watermelon and strawberry, plus a fresh mouthfeel with a long, fruity finish. Made to complement the lifestyle phenomenon that is #RoséAllDay.
West + Wilder White - Dry, elegant and pretty with fruit and bright acidity to balance.
West + Wilder Rosé - Bone dry with juicy acidity to balance beautiful fruit.
Archer Roose Spritz Rosé - Crisp and refreshing, Spritz Rosé is a lighter alternative. With less calories and half the buzz, it’s perfect for all summer session activities.
Archer Roose Sauvignon Blanc - With a bright nose, and a burst of citrus, this wine is great with oysters oceanside - or sipping discreetly on the train.
Flora Tiki Spritzer - With only one gram of sugar per can, this pineapple goddess won’t send you into sugar overload.
Better Wine Co. Nitro Rosé - This revolutionary Nitro Rosé Spritzer is infused with nitrogen to create smooth, silky bubbles. It’s the first of its kind in the world - born from our desire to play with the texture of sparkling wine. Bright acidity perfectly complements the creamy nitro texture.
* BW 166