MORE than half of millennials and Gen-Zers in Britain now drink wine served in cans, according to a new survey.
Some 52% of people aged 18 to 44 said they buy the tipple in cans, or plan to do so in the next 12 months. This compares to 38% of people aged 45-54, whilst just one-in-four (22%) of those aged 65 said they would choose their wine in a can.
Commissioned by Ball Corporation, the results represent a poll of 1,000 UK adults – with it also revealing that 56% of Londoners of all ages would opt for wine in cans.
Similar studies in the US have revealed the popularity of wine in cans is growing elsewhere too, with 68% of Americans aged 18-24 drinking wines in cans or having plans to do so.
Carey Causey, president of Ball Beverage Packaging EMEA, said, “We are seeing more and more people embrace wine in cans – both because of their high recyclability and convenience for outdoor socialising. Cans are a great way to enjoy your favourite wine whenever and wherever you want. As their potential to also contribute to a circular economy is more widely understood, we expect this trend for canned wines to grow even more.”
Richard Lloyd, general manager of the European operations and supply chain at Accolade Wines, added, “We are seeing more and more demand for wine in cans throughout the UK. This is an extremely exciting area of growth for us. More and more of our consumers are going to be enjoying wine in cans in the future.”
