Post-pandemic changes the habit of Chilean consumers: 3 out of 4 already drink canned wine

Our consumption habits have changed a lot in the last year, our tastes and needs are not the same, we are looking for products that allow us to enjoy open spaces, without having to give up for example a good glass of wine. A trend that is already reflected in many countries. 74% of Chileans are choosing to consume canned wines. This was revealed in a global study conducted by Ball, the world’s leading sustainable aluminium packaging company, to analyse consumer behaviour towards canned wine worldwide.

According to the data extracted from the report, about 92% of respondents agree that the aluminum can is the most sustainable and practical packaging for large outdoor events, a situation that has become very popular after the restrictions imposed by the Covid-19 pandemic.

In Chile, 33% of respondents believe that canned wine is light and easy to carry, which is justified in post-pandemic drinking occasions. This study also confirms that red wine is positioned as the favorite among Chileans, with 48% of preference, followed by sparkling white and rosé with 38% in their can formats.

“The canned retail segment had been on the radar for years. It is a category that has been growing at double digits in recent years and the trend is clearly inclined towards a more individualized consumption. During 2021, we made the decision as a company to innovate and launch our Idolatria sangria in a can, one of the only ones on the market, which has been very well received by our customers,” says Rodrigo Pérez, National Market Manager of Viña Casa Donoso.

The research was conducted by Norstat among 6,000 adults, of which 1,000 were divided by country: Germany, Chile, the United States, France and the United Kingdom. Participants completed an online questionnaire in June 2021.

Circular Economy

From an environmental point of view, for 97% of Chileans, recycling and sustainability are increasingly important issues, which explains the preference and increased demand for aluminum cans. Little wonder that it is the most recycled packaging in the world with an overall recycling rate of 69%.

If we look at the rest of the countries, in the case of Spain, 92% of consumers share the same opinion about the sustainability of the can. While in countries like Brazil, the trend changes slightly as 56% of respondents confessed to consume canned wine simply out of curiosity to try something different.

Practical and versatile

In the UK, the increase in outdoor leisure time has positioned canned wine as a must-have in the shopping basket: 52% of 18-44 year olds confirm that they are canned wine drinkers or plan to be within the next 12 months. According to Nielsen figures, the growth has been explosive, reaching 125% in the British country.

For Hugo Magalhaes, Marketing Director for Ball South America, practicality and new consumption occasions are the main reasons that have driven this substantial change in the global consumer.

“The can is more practical, versatile and convenient. It’s ideal for outdoor socialising and offers the freedom to consume smaller doses. It’s an opportunity for the drinks industry to expand its portfolio to other consumers. Plus, we know it’s the most sustainable packaging in the chain, 100% and infinitely recyclable, super connected to our time,” he adds.

If we look at the case of the American giant, the figures show that 68% of respondents between 18 and 24 years old, according to Gen Z, are currently consumers of canned wine or plan to be within the next few months. For 87% of Americans, the aluminum can is the most practical container for outdoor events. The existing variety is currently very wide, from merlot and malbec to sauvignon blanc and rosé.