Bodegas Elosegi, a winery located in Gipuzkoa, launched the first canned wine in 2006. A boldness that has worked out well, although the results have come slowly and gradually. Elosegi now ships Bordeaux wine in large quantities to the United States and Australia. In fact, 85% of their wine is exported and they are present in more than 20 countries.
Bodegas Elosegi is a family company with more than 130 years of experience. Its success has been to adapt to the needs of the market in order to meet the needs of customers at all times. Elosegi has innovated in formats and processes.
It all started with a distributor in Hendaye who has been buying his wine since the 1980s. This first step outside Spanish borders was unprecedented. A first foray that has helped them to open markets in many parts of the world, in a natural and positive way.
Elosegi, the world’s first wine in cans
Wine is perhaps one of the beverages most closely linked to the tradition and culture of a place. It is something else. Therefore, changing the habits surrounding this product is not easy. Uncorking a bottle is very different from opening a can to enjoy a good wine. It’s all a matter of changing perspective and acquiring new habits.
Consumers are also used to the idea that cans are for beer, soft drinks and fizzy drinks. Changing this concept does not happen overnight.
Although this first bottled wine was not an immediate success, it opened up markets for them. The audacity was initially met with curiosity. Some of those new customers, attracted by the novelty, have stayed and many of them.
Interestingly, one of Elosegi’s main markets is Algeria, a Muslim country where, in theory, alcohol should not be drunk.
Patience and adapting to each market have been two key elements for the success of this winery. The manager adds that the wine does not lose quality because it is packaged in a can, which is the result of the growing demand for it.
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