Tinned Tipples

sector - food & drink
type - trends
Climate change, resource scarcity and the cost of living crisis are driving the fine wine industry to accelerate its transition to tins.

For years, canned wine has been associated with cheap booze. A recent flurry of well-branded ready-to-drink (RTD) beverages, however, has helped dispel that misconception. With rising global temperatures and the cost of living crisis, it’s becoming increasingly difficult to dismiss the financial and environmental benefits of the lowly can, especially for companies that rely on glass packaging.

Despite being relatively simple to recycle, glass bottles and containers require a tremendous amount of energy to produce. As energy prices rise globally, the cost of living crisis is already forcing manufacturers to close. In France, the AGC glass production plant, which had been in operation for 21 years, was forced to shut at the beginning of October (source: Glass International). With an impending glass shortage on the horizon, canned wine might go from being a novelty to being a necessity.

For eco-conscious consumers, this will be welcome news. Producing three 25cl aluminium cans instead of the typical 75cl wine bottle can help cut carbon emissions by 79% (source: The Financial Times). In the US, the canned wine market is predicted to reach £637m ($725.48m, €729.2m) by 2030, thanks in part to its sustainability (source: Globe Newswire).

With growing consumer acceptance, competitive prices and environmental benefits, the main thing that could hinder aluminium’s ascent is material shortages. Some 6% of the world’s aluminium is produced by Russian-owned company Rusal (source: Reuters). Although sanctions have not yet been imposed on this export, that could change.

Published by:

21 November 2022

Author: Lavinia Fasano

Image: Canetta, France


Djuce Wines, Germany

Case studies: what’s new

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’.

Djuce Wines
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.

‘Bottles are the past, cans are definitely the future.’
Philip Marthinsen, co-founder, Djuce Wines

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