Cans? Dreadful! To you, they mean sugary soft drinks or low-end beers. The packaging has, however, raised many questions during the latest ProWein fair. Could wines in a can happen to be good opportunities to winemakers? Let’s have a look…
Cans, a weird packaging system for wines
The very first objection about canned wine is therefore linked to its negative image. Great wine lovers will argue that it is very difficult to imagine a Grand Cru in such a container. Conventional glass wine bottles comply with so many codes! Specific forms, to distinguish a Bordeaux from a Burgundy; green glass to protect the wine from UV; the material quality; the dispute between corks and screw caps, etc. From that perspective, wines in a can are just a nonsense…
Not to mention detractors fearing contamination: “What if the wine tastes like metal?” In their opinion, it’s definitely a sacrilege!
It seems obvious that wines in a can are not relevant for specific markets: in Europe or in the United States, it is already an outdated trend. The truth is that I have been looking into this for a long time now. I invested in Africa, which is more open to such a packaging system. India and central China are also other targets with attractive potential.
A new type of cans
Of course, all cans contain an inner coating protecting the wine from contact with metal. But this coating usually holds in bisphenol A, an endocrine disruptor that is banned in Europe. Despite the regulations, one day, a consumer union may well reveal positive analyzes in cans of soda, beer or any other beverage sold in this way. This would be a real scandal, and premium wines do not need such a huge fuss.
I have already mentioned my commitment to responsible ecology, to simple awareness that leads to realistic and concrete actions. Without guilt or unnecessary anxiety.
For 3 years now, I have been developing healthier and more environmentally friendly containers, in a format comparable to that of cans, and this, in collaboration with a large eco-responsible group. This is both a highly-technical and confidential project, and I can hardly reveal more.
However, every year, I coach one or two premium winemakers in each region (Europe, South Africa and Australia). Believe me, this is a promising approach and distributors are fighting for exclusivity!
What about joining these few people who will soon be 10 years ahead of their competitors? To share this confidential information, we’ve created the Mini Format Club. Make an appointment, I’m waiting for you!
Talk to you soon,