Wine in cans is a new venture for Marine Express, which uses traditional glass bottles for the majority of its wine packaging. Elsa, the first wine in a can brand to be available from the company, is a Liebfrauenmilch that has previously been distributed in 750ml glass bottles.
The cans, which use an innovative matt varnish, are being made at Rexam’s Recklinghausen plant in Germany and will be distributed by Marine Express to retailers from September 2009 onwards.
The launch of the new wine in can brand will be supported by a marketing campaign that will include advertisements in local underground stations and across the internet, as well as in store and point of sale communications. The target audience is predominantly female, aged between 25 and 35 years old.
“We understand that wine in cans is a new concept for Russian consumers who still prefer traditional cork to the more recently introduced screw cap, but we feel we can demonstrate the clear benefits of packaging wine in a can,” said Andrey Kuzmin, CEO at Marine Express. “Through our local advertising, we will demonstrate to consumers the convenience benefits of the product as well as the fact that there’s no impact on quality.”
For Rexam, the introduction of Elsa wine in cans reinforces the journey that wine packaging is taking. Irene Martinez, category development manager at Rexam explained: “The wine in cans market continues to grow. More and more brands are contacting Rexam to better understand the market development and how they can be part of this new and exciting category. With their reputation and dedication, Marine Express has an ideal opportunity to develop the desire for wine in cans among Russian consumers and I look forward to working closely with them to introduce their next wine in a can – a semi-sparkling Lambrusco red and white from Italy.”
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