Wine Spectator: Canned Wines Capture Younger Generations’ Attention
Canned wine brands are thriving and their makers are quick to point out that the category continues to be the fastest-growing format for wine sales in the United States. “When I reflect back on when we launched (in 2020), the progress has been immense; and I feel like the entire industry is [also] seeing it,” said Sarah Hoffman, co-founder of Maker.
Among the best-performing canned wine brands in the U.S. is Archer Roose, which surged past 100,000 cases last year, according to Impact Databank, and is rising by strong double-digits again this year.
Vintners told Wine Spectator that cans are connecting with the elusive next generation of wine drinkers. They reported that their brands are succeeding where traditional wineries are not. “We’re reaching audiences that we’re being told aren’t purchasing wine,” said Hoffman. Wine drinkers between ages 21 and 34 make up roughly 15% of bottled wine buyers, according to Nielsen. Yet half of Maker’s online buyers fit that demographic. “The whole industry is talking about younger people, and [canned wines are] a big piece of it.” Wine Spectator has the full story.
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