21 November 2022
Author: Lavinia Fasano
Image: Canetta, France
Recently launched direct-to-consumer (DTC) company Canetta specialises in tinned natural wines. The company, which was co-founded by sommelier Luca Pronzato, uses a different wine-maker for each release. The first batch was created by Catalonia-based vintner Francesc Boronat and includes two wines: a Malvasia di Candia, with notes of marzipan, white flowers and rosemary, and a cartoixa de Marina, with flavours of red berries, garrigue and pink pepper. Each can is the equivalent of one and a half glasses of wine, a deliberate decision to encourage more moderate consumption. ‘The size of a can was well adapted to our desires and lifestyle,’ says co-founder Luca Pronzato, who says he likes to ‘drink well, but moderately’.
Moderation is also one of the cornerstones of Berlin-based company Djuce Wines, which promotes its canned products with the motto ‘drink less, drink better’. The company carries a collection of 12 wines that have all been produced in collaboration with Michelin-starred sommeliers. Vegan, low in sulphur and – crucially – canned, the wines are significantly more sustainable than glass-relying companies. ‘Aluminium cans are 28 times more efficient to recycle in terms of emissions, 20 times lighter, twice as efficient to transport and don’t break as easily. Bottles are the past, cans are definitely the future,’ explains Philip Marthinsen, co-founder of Djuce Wines.
Sign up to our trends intelligence platform LS:N Global and get unlimited access to a hive of insights - from microtrends and macro trends to market reports, daily news, research across eight industry sectors.