Wine-in-a-Can

Goals

To establish how the market share of each key player in the wine-in-a-can brand global market; provide the total market share (out of the overall global market size), sales revenues, M&S expenses, and any other information which indicates their brand market share.

Early Findings

  • Even though canned wine was a non-category for many years, it is now a full-fledged wine category that continues to grow exponentially. For the period ending June 2019, for instance, canned wine sales rose 69% from the period ending June 2018, totaling $79.3 million in sales.
  • Some American key stakeholders in this category include; suppliers, distributors, retailers, and consumers (especially younger 21+ consumers).
  • Some key players in wine manufacturing that have joined the canned wine category include; Napa Valley’s Sans Wine Company, Stoller Family Estates, William Chris Vineyards, and Last Draw Cellars.
  • In the UK, wine in cans still represents a small market share. Key players such as Lanchester Wines, Treasury Wine Estates, The Living Wine Labels, and Off-Piste Wines are optimistic that the market share for canned wine can occupy more market share in 2020 and beyond.
  • The launching of canned wine brands such as Minivino Rosé Fizz last summer is proof that this category has growth potential. The demand is driven by need, and what is evident is that consumers are looking for high quality. Consumers expect the same level of quality in canned wine; they would expect from a bottle.
  • In 2019, Pinot Pinot and Most Wanted wine brands accounted for 61% of all canned wine sales in the UK, leading to £3.6 million worth of sales.
  • Experts argue that the wine-in-a-can category is growing among the young and the old consumers, because unlike the traditional 750ml, canned wine is ideal for consumers that are concerned about limiting their alcohol consumption. Canned wine is also preferred among consumers that want to minimize wastage.

Proposed next steps:

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