Global can producer Rexam commissioned T-poll to survey a thousand 18-34 year olds in the UK to see how appealing wine is in cans. The results were positive and the growing trend for wine in multipacks was confirmed.
Younger wine consumers have shown an increasing interest in alternative packaging for wine, particularly when it comes to convenience. Of those surveyed, 62% of respondents agreed that wine in a can would be 'a very convenient format', with a further 54% finding the speed at which cans chill (therefore the wine inside) appealing, which is an important factor at BBQs and parties.
Although wine in cans is suited to at-home and outdoor drinking occasions, 55% of participants agreed that wine in cans would be great for picnics and out-of-home drinking.
The need for convenience among consumers was further shown in the results around multipacks and single-serve options. 58% of people sampled thought that a wine-in-can multipack would be appealing for drinking single-serve portions, enabling them to enjoy wine without having to open a whole bottle, which is great for portion control and keeping track of what has been consumed.
80% of respondents thought that having a variety of styles in a multipack would be appealing, enabling them to enjoy a range of wines without having to open three separate bottles.
Rexam announced the research at the company's stand during the London International Wine Fair held at the Excel in London in May.
Kym Hamer, marketing manager at Rexam Beverage Can, was delighted with the outcome of the wine fair and the research: "We at Rexam have always believed in cans as an alternative packaging for wine. Although bottles will always have their place, wine in cans is perfect for on-the-go consumption."
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