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Would you drink wine in a can?

Wine consumption is changing all over the world. Previously popular mostly among older consumers and connoisseurs, wine is now also a point of interest for younger audiences who consume wine more regularly. These younger audiences provide a growth engine for the entire wine market, with companies launching innovative products designed to attract young consumers and establish wine as an attractive and up-to-date alcoholic beverage.

Thus, we have seen launches of several new types of wine packaging, which address various current trends affecting consumers' daily lives. For example, we spend long hours on-the-go, travelling to work and back and travelling in general, and wine in smaller, portable packages allow us to consume wine out of home more easily. It also has the additional advantage of being able to drink a small amount without having to open a whole bottle. For example, Stacked Wine invented a package composed of four stackable glasses, rendering both glasses and bottle opener redundant.


Other companies offer wine in a personal flexible plastic-and-aluminum packaging; Italian company OneGlass offers such packages in order to encourage reduced, more moderate consumption of wine and alcohol, and has launched cocktails in the same format. Such small packages also address consumers' wish for economizing and consumption in small amounts, suitable for one or two people; the number of households that are composed of only one person is on the rise, and the demand for small packages is therefore on the rise.

Companies are also committed to stricter environment-friendly standards. Packages and their weight play an important role in companies' ability to meet their sustainability goals; glass bottles are heavy, with direct impact on petrol consumption and gas emission. A shift to plastic bottles could reduce these significantly. Plastic bottles are also more recyclable, although it must be noted that they are not necessarily recycled after consumption.

What about Israel? Will we see any innovation here,too?

It seems that most local wineries adhere to the traditional bottling methods – nothing conveys prestige as well as a designed glass bottle. However, well-established local player Carmel Wineries did dare to venture into yet-untested waters, launching its sparkling wine brand BUZZ in a can for personal consumption. The BUZZ can is aimed at young consumers who would like to consume wine in fun situations such as parties or the beach. It is too early to tell whether this new packaging will succeed locally, but in any event the Israeli audience is not ready yet to drink its wine from flexible or plastic packing, designed as it may be.