Wine in cans is emerging as a new trend, with more winemakers embracing this packaging format to appeal to younger consumers. While some see it as a breath of fresh air in the industry, traditional vintners view it as a degradation of the noble beverage.
The advantages are clear: smaller portions, easy handling, and environmentally friendly recyclable packaging. Young consumers, who studies show are drinking less alcohol than their older counterparts, particularly appreciate the convenience of these “single-serve” portions over committing to a full bottle.
Several prominent wineries are already on board with this innovation. For instance, Plenér Winery from Pavlov has launched their “Dance Edition” – specifically designed for party environments where traditional wine glasses might be impractical. Their aluminum-packaged wines include both white and red blends, featuring varieties like Müller Thurgau and Frankovka.
Quality hasn’t been compromised in the transition to cans. While a 250ml can costs around $5, winemakers face the challenge of convincing customers that premium wine can indeed come in aluminum packaging. National sommelier Klára Kollárová emphasizes that canned wine can maintain high quality, noting that the negative perception stems mainly from discount store offerings.
The marketing potential is another advantage. Cans offer more space for creative branding and visual design, which particularly appeals to younger demographics. They’re also proving popular in restaurants without sommeliers and venues where glass service isn’t feasible.
While traditionalists may continue to prefer their wine from bottles, the canned format represents an important evolution in wine consumption, opening doors to new consumers who might otherwise choose from the countless other beverages available in the market.