Jourdan on #WineWednesday / What about you – do you see the future of wine in a can?

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(This post “Jourdan on #WineWednesday / What about you – do you see the future of wine in a can?” was written by Guillaume Jourdan. You can reach him at info@vitabella.fr or via Linkedin.)​

The latest trend in wine is…the can. Yes, yes, a can like those used for beer or for Coca Cola. In fact it can be highly practical if you are on your own and want to drink a glass of wine without opening a whole bottle. As for me, I sometimes feel like drinking a glass of Chateau Haut Brion 1989, so I use the best piece of kit around, the famous Coravin system, and I pour myself a glass.

Take a look at this very interesting interview about a recently-published study which clearly shows that “millennials” would be happy to drink their wine from a can.

Reading this study let me tell you this: I AM DELIGHTED. Yes, I am delighted that the new generations are taking an interest in wine not just because of its intrinsic quality but also because of the packaging. While this study notes no difference in taste in the same wine whether it is packaged in a bottle or a can, it does speak very clearly of a difference in perception. Well thought out, the packaging appears modern, elegant, sophisticated, fun and functional, which has a direct impact on consumer perception of the intrinsic quality of the wine.

The worst case scenario would be for wine to become “has been”. Packaging (and the price of course) will enable a new, young clientèle to discover wine in a relaxed way. This will represent a first step for the young consumer who may, during their lifetime, evolve towards a wide range of bottled wine, more of less prestigious depending on their budget. Without such a way in as this, some consumers might never discover the world of wine.

Packaging that suits new consumer trends, new moments and new drinking habits. This is the need new packaging should be addressing in a world – that of wine – in which evolution is still (too) hesitant and very slow. Some, in a bid to stand out from the crowd and add value to their offer, have gone as far as teaming up with a “cool” offer when it comes to selling wine in cans. This week Instagram star The Fat Jew – Josh Ostrovsky – launched a new service where wine in cans is delivered in New York by…drone. In this ad, the young man, lying on his bed, receives his can by drone. Hey, does that mean the new fashion in New York is to drink your can in bed?