Fifty eight percent of U.K., Italian consumers find idea of wine in cans appealing, 67% find it highly appealing, according to Rexam-commissioned survey of 1,000 people aged 18-34; 55% think format is 'great' for outdoor drinking occasions
June 16, 2011
– Rexam, one of the largest beverage can producers, commissioned online research specialists T-poll to undertake a piece of independent research to better understand the wine preferences and how appealing wine in cans was to the target audience of 18 to 34 year olds.
Having surveyed 1,000 people, both men and women, split between the UK and Italy, in April this year, the research concludes that there is a real appetite for wine in cans as a packaging option for wine consumers.
When asking how appealing participants found the concept of wine in cans, 58% of people sampled thought the idea was appealing, with 67% of these finding it highly appealing. When breaking the sample into genders, 65% of female respondents agreed that the idea of wine in cans was an appealing concept.
Younger wine consumers have shown an increasing interest in alternative packaging for wine, particularly when it comes to convenience. Out of those surveyed, 62% of respondents agreed that wine in a can would be a very convenient format, with a further 54% finding the speed at which cans chill, and therefore the wine inside, appealing, which is an important factor at BBQs and parties.
Although wine in cans is suited to both at home and outdoor drinking occasions, 55% of participants agreed that wine in cans would be great for picnics and out of home drinking. The need for convenience amongst consumers was further shown in the results around multipacks and single serve options. 58% of people sampled thought that a wine in can multipack would be appealing for drinking single serve portions, allowing them to enjoy wine without having to open a whole bottle, which is great for portion control and keeping track of what has been consumed. 80% of respondents thought that having a variety of styles in a multi-pack would be appealing, allowing them to enjoy a range of wines without having to open three separate bottles.
Rexam announced the research at the company’s stand during the London International Wine Fair, held at the Excel in May. Wine producers, brand owners and retailers were able to find out first hand about the business opportunity that wine in cans present. The trend for multi-packs was also confirmed, with a number of stand visitors responding positively to themulti-packs on display, including some well known retail companies.
Rexam also offered visitors to the stand a chance to win a luxury food & beverage hamper from Regency Hampers by guessing the number of can ends in the jar displayed on the stand. The winner with the closest guess was John Hale from Whitbread.
Kym Hamer, Marketing Manager at Rexam Beverage Can, was delighted with the outcome of both the wine fair and the research; “We at Rexam have always believed in cans as an alternative packaging for wine. Although bottles will always have their place, wine in cans is perfect for on the go consumption when bottles often become impractical, and it is great to see that the consumers involved in the research agree with this. The research has shown that there is an appetite for convenient wine packaging formats and with summer just round the corner, now is the time for wine companies to embrace this new trend.”