Bottle of red, packed. Picnic basket filled with charcuterie and snacks, packed. Off my partner and I went with blanket and basket for a special sunset picnic on the sensational sand of St. Pete Beach, Florida.
We found the perfect spot, the perfect sunset, perfect moment… only to find we didn’t pack a corkscrew. Just like that, our magical moment was quashed.
As we walked along the shoreline, we saw other blanket picnics toasting another glorious sunset with both beer and wine in cans. Long a wine bottle purist, I realized it was time to pay closer attention to a rapid revolution in the wine world: canned wine.
Is the sanctity of wine going through a beer-ification process?
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But actually, canned wine isn’t new. In fact, it was first developed in California in 1936. Since then, wine cans have had several momentary renaissances. The greatest progress came when an Australian inventor created Vinsafe; preventing wine taint or interaction from aluminum. Today’s latest iteration has proven more popular than ever, and it seems they’re here to stay.
Portability Meets Convenience
Carrying a traditional glass wine bottle creates safety challenges and extra weight. It just can’t compare to the ease of canned wine when boating, hiking, poolside, camping, tailgating and oh yes, beach picnics. To the concern of wine bottle purists, glassware is no longer required with wine in the can. Whether it’s the 250 ml. or 375 ml. wine can size, they’re all easy to transport and enjoy a 12-month shelf life.
Environmentally Friendly
Those bullish on canned wine enthusiastically point out that the conversion from glass to cans will reduce carbon emissions with much simpler recycling benefits. There are no longer worries about glass breakage or leakage from poor sealing. Plus, the weight for carrying is reduced by more than 50%, and shipping cost concerns are also greatly improved compared to traditional bottles. One of the positives from the recent pandemic is that leading-trend restaurateurs are expanding their wine offerings to include canned wine for “to-go” orders, raising check averages and tips.
Branding and Price
The 360° sexy graphics on cans draws consumer attention and slowly erodes the intimidation of wine bottle formalities. Coast to coast, retailers note a greater interest in canned wine varieties; the Spanish wine cocktail Tinto de Verano, a blend of red wine and lemonade, is often a top seller. In terms of price, canned wines are sold in packs of four or as a single serve option, and often at a lower cost per ounce than wine in a bottle.
It all sounds great – canned wine is convenient and fun!
But hold on for a New York-minute. Where’s the romance? For centuries, people have used wine to mark special occasions. Countless business negotiations are sealed with the opening of that celebratory bottle and the ceremonial “close the deal” toast.
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And speaking of close the deal, the sharing of a bottle of wine is often a catalyst on the freeway of love, from first dates to weddings. Sommeliers and wine lovers quickly point out the magical dance between wine and air. Opening the bottle allows it to breathe, which helps release aromas and open the wine’s bouquet, adding to the overall enjoyment of bottled wine. That’s something canned wine just can’t do.
Higher-end venues are in no rush to embrace the trend. “I would never put canned wines on my wine list,” says Jim Avino, chef and owner of Avino’s Italian Table in New York. “We recently tested cans at our casual spot, and guests overwhelmingly preferred wine in the bottle.” He’s not alone. Connor Casey, General Manager at Snapper’s Sea Grill & 1200 Chophouse in Florida, agrees. “Canned wines are not on our radar for our guests. We don’t believe it represents top quality nor worth our guest’s time. We take great pride in our outstanding bottle wine offerings.”
For now, I’ll stick with wine in a bottle, but I’ll consider cans for outdoor adventures and future marvelous beach picnics.
Gary Namm is based in Florida where he leads his consultancy, focused on the hospitality, technology, professional services and entertainment worlds. Growing sales with operational excellence, elevating brand reputation, winning public relations strategies, birthing new concepts and developing innovative approaches to experiential marketing are some of his passions. Namm is a member of the Bar & Restaurant Advisory Board and can be contacted at [email protected].
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