58 / canned wine
Cans that can Market trends suggest canned wines are increasingly popular with consumers as well as offering sustainability and operational benefits to onboard service, says Julie Baxter...
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anned wines. To many the very pairing of those two words sounds like an oxymoron, an aberration, an impossibility. But market trends suggest wine purists who resist the very concept are increasingly in the minority. Market intelligence company, Straits Research, is predicting the global market will reach over $725m by 2030 – up from a 2021 value of $241m. Consumer demand has rocketed as the inclination towards ready-to-eat, ready-to-drink, consumption has grown. Convenient, portable, single-serve wine servings align with today's busy lifestyles and outdoor socialising, especially fuelled
by Covid lockdowns and meeting up restrictions. Despite being home to some of the world’s finest, most traditional vineyards, Europe and the US dominate the canned wine market but there are also strong sales in the Asia-Pacific region, especially India and China, thanks to the rising urbanization and western influence.
Benefits of cans Eco-credentials are also influencing the trend as many claim metal cans are less expensive to create and transport, and have a higher recycling rate than glass. Studies also show cans are cheaper and easier to stock and stack, meaning less breakage.
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wine v9.indd 58
12/15/22 07:37 AM