In recent years, it is an indisputable fact that wine in aluminum cans has become popular all over the world, but this fire has not been ignited in the Chinese market for a long time.
However, with the new category of low-alcohol trendy drinks spawned by the new generation in the past two years, some sparkling wine brands in beverage cans have seen opportunities in China.
Reasons Why Canned Wine Is Popular All Over The World
As early as 2018, Nielsen had relevant statistics: from June 2017 to June 2018, the sales of canned wine in the United States increased by 43%, with a scale of more than 45 million US dollars.
In 2020, according to a report released by Grand View Research, by 2027, the global canned wine market is expected to reach US$155.1 million, with a compound annual growth rate of 10.4%.
The latest research report shows that the popularity of canned wine in the US market continues to deepen, and more and more wineries are entering the field of canned wine with diversified products. Now there are at least 580 wineries, and the provided Wines in cans over 1450 SKUs.
In 2018, an overseas consulting organization pointed out several reasons for the continued popularity of wine in aluminum cans: first, cans make it easier for people to enter the wine world, and it makes some traditional etiquette and thresholds insignificant. Secondly, portability allows it to appear in more scenes, especially places like swimming pools where fragile glass bottles are prohibited. In addition, many people have also experienced the embarrassment of not being able to open a glass bottle of wine without a corkscrew.
Maybe a New Track For The Chinese Wine Industry
However, many importers operating traditional channels in China are not optimistic about canned wine, thinking that it is too advanced and does not meet the current positioning of wine in China.
There are also people in the wine industry who disagree with this popular view. He believes that the market that many traditional channels ignore is precisely the brand-new track that can bring wine to the public.
A wine industry insider pointed out: "Stylish and eye-catching packaging, easy-drinking, affordable wines in aluminum cans, preferably sparkling wines in aluminum two-piece cans, are likely to leverage the younger generation of the market."
"In any period, the characteristic of the younger generation is that they don't stick to the rules. However, wine has too many rules, which keep many consumers away from it and prevent them from getting started. The relaxed and unrestrained characteristics of sparkling wine in aluminum cans just fit the personality of the new generation. ’” the person pointed out.
The person also described a canned sparkling wine with market potential and its applicable scenarios: small bottle, price, good-looking, delicious, famous and not expensive. It is mainly used for young people's daily drinking, including parties, outings, or at home alone, with family and friends, all relaxing scenes are fine.
In addition, he also pointed out that the sales channels of sparkling wine in beverage cans are also different from traditional channels. It is suitable for promotion and sales in new retail formats such as supermarkets, e-commerce, and convenience stores. The mismatch of channels is also the reason why many wine merchants in traditional channels are unable to sell canned wines and are not interested in them.
