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Drink THIS: Wine in a Can? Yes, This Is Happening.

Seattle-based Precept Wine is launching its West Side Wine Co. canned wines at Whole Foods Market and at some airport counter-service and grab-and-go eateries.See original image

Seattle-based Precept Wine says its West Side Wine Co. canned wine will hit the shelves of Whole Foods Markets and some airport eateries.

So yes, wine in a can is happening!

In the last year or two, wine in a can has really taken off. As people have started to get away from the idea that good wine must come from a glass bottle and be sipped from a stemmed wineglass, they are increasingly turning to more convenient and portable options.

The latest company taking advantage of the trend is Seattle-based Precept Wine, one of the Washington’s largest private wine See original imagecompanies whose West Side Wine Co. canned wine has hit the shelves of Whole Foods Markets and in local airports.

Its chardonnay and cabernet sauvignon in a can sells for $4.99 each or $15.99 for a four-pack. It’s using California wine because California is still the best-selling domestic wine region.

“Wine has become more of an everyday household drink rather than a special-occasion drink,” said Alex Evans, chief marketing officer of Precept Wine. “We want to see people increase the occasions when they drink wine.”

Wine in a can, though still a niche product, is the fastest-growing type of packaging for wine, according to Nielsen data provided by Precept Wine. Sales in U.S. stores came to $3.5 million for the 52 weeks ended Feb. 27, representing a 426 percent rise from a year ago, according to that data. That’s still small compared with the $6.5 billion of wine sold in glass bottles — a rise of 5.8 percent — during that same period.

While canned wines have been around for years, they’ve not been hugely popular. But fueled by canned See original imagewines from the likes of Tualatin, Oregon-based Union Wine Co.’s Underwood label and Denver’s The Infinite Monkey Theorem, the category really emerged in the last couple of years.See original image

It took off in the spring and summer of 2015 “because it’s convenient, portable and cost-effective,” said Darren Seifer, food and beverage analyst with The NPD Group. “You can take canned wines where you may not be able to take bottled wine, like to the beach and other outdoor activities.”

Canned wine is “especially appealing to men who consider it to be somewhat ‘beer-like’ and manly, but women are drinking canned wine, too,” Seifer said.

Indeed, some canned wines already seem to be targeting different demographics. There’s a Mancan for wine bros, for instance.See original image

Precept said its canned wine is designed to appeal toward those who already drink wine frequently and “want to have the ability to drink good wine in all different settings.”

Whole Foods is gung-ho on the idea of canned wine, having carried the Francis Ford Coppola Winery’s canned Sofia sparkling wine for about a decade.

But canned alcoholic beverages really began taking off in the last five years, said Devon Broglie, Whole Foods’ master sommelier and global beverage buyer.

The company is selling West Side Wine Co.’s products, along with canned wines from other companies, in all its locations that sell wine.

Customers now are more concerned about the quality of the wine inside the vessel rather than the vessel itself, he said. And people’s lifestyles are more casual these days.See original image

The wine industry has been looking for years for a suitable single-serve option with wine, it seems. There have been many attempts, including single serving little plastic wine-glass-looking things and pouches. But wine-in-a-can appears to be incredibly convenient. If we can have a high quality, portable single serving wine, then why muck around with a bottle and a corkscrew and a glass?

Not that we’re in any way opposed to that bottle and corkscrew, but on a picnic or at a festival, why not make life a little easier?


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