Can Wine in a Can really take off?

I’ll be honest. I’m a skeptic about canned wine. I look at the craft beer industry where you have numerous benefits of using cans over bottles yet because of negative associations with cheap canned beers, craft brewers have been trudging through decades of getting consumers to (slowly) start seeing the light.

Why would wineries want to dip their toes in that fight? Especially when the wine industry still hasn’t gotten our $hit fully together about screw caps and boxed wines. Yes, wine consumers of the world are slowly coming around to those things as well but is it really the best marketing idea to open up another battlefield theater against consumers’ perceptions with wine in a can?

Apparently it is. According to Nielsen data reported this summer sales of canned wine jumped last year from $6.4 million to $14.5 million with sales in 2016 expected to be even higher. I guess maybe I should start looking for some good canned wine to pair with my crow?

The gold color straw made me feel fancier

The gold color straw made me feel fancier

I know one brand of can wines that I would consider for that pairing would be River Road Vineyards’ We Are California Chardonnay and red blend. Despite my skepticism, I will have to say that the Chardonnay was really, really tasty and quite fitting for sitting out in the vineyard on a warm August evening. I appreciated how cold, crisp and refreshing the can kept the white wine and, yes, my tasting note for this can included the word “delicious” more than a couple times. I could easily picture myself lounging in a floating pool chair, sipping this Chard or sneaking a can of this wine into a church picnic as I may have done a few times with cans of Coppola’s Sophia sparkling wine back in my younger days.

I assume that crow would taste better barbecued so I would probably pair that with the We Are Sonoma red blend. But this is where I’ll also admit that my skepticism is more than just objective wine marketing ponderings. It’s also personal because, to me, the red does taste different in the can as opposed to pouring it in the glass. In the glass, I find this wine very fruity with black cherry and a little floral pepper spice (like fresh pink peppercorns). I don’t know what the exact blend of this wine is but it reminds of Pinot noir and Zinfandel. Sipping it straight from the can, I lose the floral and pepper spice though I can still enjoy the smoothness and dark fruit.

But I want the whole package. I want the aromatics to go with the flavor and mouthfeel. For me, the marketing appeal of canned wines with their grab and go, toss in the backpack style is lost. I still need to find room in that backpack for glassware–just like I would for a bottle of wine or a box wine. So what’s the point?

Yes, there have been times that we've all been the guy up the top. But usually that is only during emergencies or Thanksgiving.

Yes, there have been times that we’ve all been the guy up the top. But usually that is only during emergencies or Thanksgiving.

It’s not snobbishness, it’s about pleasure. The science is well known about how intimately connected our sense of smell and taste is. It is also well known how the exposure of oxygen (decanting or letting the wine “breath”) can positively impact the wine. You don’t need a fancy decanter or aerator for simple everyday drinking wine but even the small amount of agitation and aeration from pouring a wine into glass helps the wine open up a little more. Sipping a wine straight from a can doesn’t give me that.

So, yes, I’m a still skeptic but I’m a reasonably open minded skeptic. I will try a canned wine from a high quality producer like River Road and, as I found with their We Are California cans, will admit when I’m pleasantly surprised at how delicious they are.

Though I still don’t think that wineries have figured out how to market to folks like me. What is the real benefit for me to make wine in a can a regular purchase? Sure, there are certainly occasions (like camping, float trips, etc) where a canned wine is assuredly more convenient than lugging around a bottle or box wine.

But, for those occasions, why don’t I just buy beer?


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