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Opinion: The canned revolution – How canned products have transformed the beverage industry 

Over the last two decades, the beverage industry has witnessed a remarkable transformation with the rise of canned products. Initially met with scepticism and resistance, canned beverages – including beer and wine – have broken through the glass ceiling to become a symbol of accessibility, innovation and premium quality to change the game for the larger beverage industry. Marian Leitner-Waldman, co-founder and CEO of Archer Roose, tells us more. When the craft brewing revolution began, beer enthusiasts were accustomed to bottles and kegs, and the idea of putting their beloved brews in cans seemed outlandish. Initial backlash centred around concerns about shelf life, flavour preservation, and the effect of the aluminium can on the taste of the beer itself. However, brewers were quick to adapt and change their processes to meet the demands of this emerging trend and invested in state-of-the-art canning lines and packaging technology to ensure that the beer retained its freshness, taste and quality. These innovations revolutionised the craft beer industry and paved the way for canned beer not only to become widely accepted but the preferred vehicle for beer to be consumed. Wine, historically perceived as a "stuffy" beverage best enjoyed from a glass bottle, faced a different set of challenges when it came to adopting canned packaging. Canned wine was initially met with scepticism and encountered a flop during its first phase of introduction to the market. The problem was that many producers simply transferred wine from bottles to cans without considering how the packaging process could impact the final drinkability of the wine.

The can format is more sustainable and creates a new tradition of wine as it should be: with mindfulness to the planet and the modern lifestyle. But canned wine needs its own unique approach. For example, experimentation with can liners and sealing techniques to ensure the wine's quality remains intact, free from any metallic taste or aroma. This shift in thinking can transform canned wine from a mere novelty to a legitimate option for wine enthusiasts and achieve the ultimate goal of having a can of wine to deliver as delicious a glass as wine poured from a bottle.

The rise of canned products in the last 20 years has been a remarkable journey of innovation and adaptation in the beverage industry. From craft beer to canned wine, these products have challenged the traditional notions of consumption, making it more approachable and versatile for consumers. Canned beverages welcome new beer and wine enthusiasts while still maintaining high standards of quality at price points that were once unimaginable in the industry. By continuing to learn from each other and embracing these innovations, the beverage industry can look forward to a future where premium quality and marketability coexist in various formats, ultimately benefiting consumers and producers alike.


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