A young entrepreneur, Joan Anton Romero has just founded the wine company Aluvinum Wines in the Penedés region. The launch was made with 100,000 cans of white, rosé, black, sparkling white and rosé wine. The cans are made of 73% aluminium from old cans.
Wine in cans has been a trend for years in the United States. Now he also wants to be one in Spain. Its promoter and Ceo is Joan Antón Romero, creator of the brand Glass Canned Wines, has decided to revolutionize the market by exporting the idea to Spain when he saw that the consumption of wine in cans is already widespread in many other countries and the Spanish market was still virgin and almost untapped.
Romero says that the idea was born 3 years ago on a trip to the United States with some friends, when he tasted a canned chardonnay. Since then he has been working hard to bring the idea to our country, a project that has been delayed by the pandemic and has just recently seen the light.
According to Romero, the initiative is designed to promote sustainability and make life easier for consumers. To argue this, Romero highlights among its advantages “that of enjoying a glass of wine without the need to leave a bottle open half-drunk”. And he adds that “if beer can coexist with can and glass containers, so can wine”.
Another important point, Glass Canned Wines packaging is recyclable and environmentally sustainable. 73% of the packaging comes from old cans. It is also much lighter, which reduces transport costs, as it weighs 40% less than other packaging.
Romero believes that it is a great opportunity for other entrepreneurs in the sector to seek new forms of consumption and open markets and increase sales. For this young businessman, it is still necessary to change the mentality of the Spanish consumer because “the product has the same quality, the only thing we have changed is the packaging. We have started with young wines”.
Although there is still a lot of ignorance about it, Romero firmly believes that canned wine is a trend that is here to stay. Many have congratulated him for this initiative and he adds that “it is not a fashion but a new way of understanding consumption”.
Aluvinum Wines started just a few months ago with 100,000 cans of black, rosé, white and sparkling white and rosé wine. And he is not staying in Spain, his idea is to export wine internationally. In July it was distributed in Andorra and has already accumulated orders in Belgium, Germany, Ukraine and the United States.
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