Wine in a can: expensive but practical, recyclable and good
Canned wine costs as much or more then the bottles, had a boom in sales in USA and UK, is more ecological and surprisingly, in some cases, is very good.
vino-in lattina- Larkin, Larkan White, Napa Valley, California, USA, 2017
THE COMMERCIAL SUCCESS OF CANNED WINES IN UK AND USA.
In the USA canned wine is growing: retail sales amount to 93 million dollars and already last year Forbes estimated the potential of this segment in 3.3 billion. The impressive thing is the proliferation of producers of canned wine – wine in cans, in June 2018 were 125 now are 350 with 900 different lines. What people like is the practicality and the fact of having a format typical of certain situations such as festivals or trips where you take everything with you in your backpack and then eat on boat or in a picnic.
This opinion w
as underlined by a Sopexa study according to which 40% of US consumers prefer alternative containers to the bottle because they do not break, they are more ecological and easier to store. The rebirth of canned wine is described by Professor Robert L. Williams, Professor of marketing at the University of Pennsylvania who in recent years has studied food and wine tourism as a tool for the economic development of the less developed territories.
vino-in-lattina-Ferdinand, Ferdinand, Lodi, California, USA, 2017
CANNED WINE IN ITALY AND GIACOBAZZI
The success of wine in can does not concern Italy where this type has never had a great diffusion and remains anchored to the image of Giacobazzi, the winery of Modena, which in 1978 asked the Ministry for permission to package wine in containers other than glass. The authorization, granted in 1982, opened the door to a whole series of new packaging such as tetrapack, PET and of course the can. The amazing thing about Professor Williams’ study is that canned wine is consumed not only by alternative young people but also by wine lovers. Infact also some excellent names produce canned wines as is the case of the director Francis Ford Coppola and his “Sofia” sparkling Blanc de blancs.
DECANTER’S TASTING OF CANNED WINES
In fact, the magazine UK “decanter” published an article last July entitled: How good is canned wine?
English people that are methodical, disenchanted and not very romantic, as is their custom, tasted the wine in can with the same seriousness and the same tasters – enologists, buyers and Master of Wine- of premium bottles, noting that in the simplest types there are no references to the vintage, the origin and the blend but when the level increases the wine is practically the same as that in glass. Indeed, the can has less environmental impact than the bottle and is more easily recyclable.
Another surprising element is the price. The average price is £5 for 37 Cl which equals to half a bottle of wine, but there are also canned wines for 25£.
The only real limit is the shelf life that is objectively limited, canned wine should be drunk immediately and possibly without putting your mouth on the aluminum but using a glass.
And here we are, the most amazing thing of all: the scores. Several canned wines get 92 or 93 cents and even a 94/100 Larkin, Larkan White Napa Valley 2017 described as deliciously fruity with mineral elements.
In front of this article I confess to feel provincial and decidedly old. I would never have been able to make a judgment without letting myself be conditioned by the idea I have about the can and I admire the decanter panel that instead succeeded.