CANNED WINE TRIUMPHS AMONG SPANISH MILLENNIALS

In 2004, film director Francis Ford Coppola was the first to can his sparkling wine ‘Sofia Blanc de Blanc’, a gift to his daughter, which also came with a straw to drink it through. Over the years, the Sofia series accompanied the global growth of canned wine, expanding to include canned Riesling options, such as non-sparkling rosé or chardonnay.

Already in general, the launch of wine in cans began more than 10 years ago and has undergone a whole evolutionary process, its weight has been reduced by 35% since the 80s, which makes it the perfect container for those moments of consumption ‘on the go’, on the beach, in the countryside or by the pool. Although over the years, the consumer profile of this type of beverage has changed, the pandemic has given a twist in the taste of consumers, especially among millennials who see canned wine with different eyes as they seek a format easier and more comfortable drink. Its popularity among young Spaniards, who are more aware of sustainability, is growing.

This is revealed by the survey conducted by the multinational Ball, in its report states that 76% of Spanish millennials confirm having tried canned wine or intend to do so in the next year, a percentage ten points above the national average, which stands at 66%.

The largest producer of beverage cans in the world, present in our country through the company Ball Beverage Packaging Ibérica, conducted this study to know the opinion of the population about this product in the United States, United Kingdom, Chile, Germany, France and Spain.

In fact, the so-called Generation X, between 45-54 years, is open to try this category of drinks, 69%, as well as the younger population belonging to the so-called Generation Z, 67%. The study shows that this trend is similar in almost all countries. For example, in the United States, millennials are also the most open to try canned wine, 75%, while in Chile the percentage rises to 80%. On the other hand, in France, with a great wine tradition, the figure drops to 43%.

Specifically, for Spanish millennials, red wine is the most liked with 51%, followed by white wine with 46% and sparkling wine with 32%. There are also differences between the tastes of Spanish millennials and those of other countries, who consider sparkling wine to be the most suitable for canning, with the exception of the United States, which also prefers red wine in line with Spanish tastes,