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Canned Wine Growth Looks Likely To Accelerate

February 22, 2021

New canned wine packaging regulations from the Alcohol, Tobacco Tax and Trade Bureau (TTB)—spearheaded by U.S. Sen. Chuck Schumer from New York—are expected to speed up production, reduce costs, increase quality offerings, and bolster the segment. The regulations allow canned wines to be sold in popular and readily available 12-ounce (355-ml.) cans, and slim, trendy 8.4-ounce (250-ml.) cans can now be sold individually, instead of only in 3- or 4-packs.

The emerging segment had been relegated to hard to source and expensive sizes, such as 375-ml., or 12.7 ounces. “The new TTB size rulings will offer manufacturers more strategic choices. The popular 355-ml. size will probably reduce can cost, allowing winemakers to either reduce price and/or increase profits,” says Robert Williams, founder and partner of WICresearch. “The 200-ml. can will permit more imports.”

At Wilbur’s Total Beverage in Fort Collins, Colorado, wine department manager Dave Shierling estimates that canned wine sales more than doubled last year, with single cans driving sales. Top sellers include Underwood ($6 a 375-ml.), Odell Wine Project ($8 a 375-ml.), and House Wine ($6 a 375-ml.). “I more than doubled the number of can SKUs from 30 in 2019 to 60 in 2020,” Shierling says. “The 375-ml. cans do really well for us.” Market Watch has more.—Kevin Barry

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