Producta puts wine in cans

Friday May 24 2019 by Vitisphere

“Cans allow wine to be introduced at events where it would normally be banned, such as festivals”, explained Thierry Berger on Producta's stand at Vinexpo on May 13.“Cans allow wine to be introduced at events where it would normally be banned, such as festivals”, explained Thierry Berger on Producta's stand at Vinexpo on May 13. - Photo credit : Alexandre Abellan

"There comes a time when you have to adapt in a bid to appeal to consumers”, said Benoît Berger, managing director of sales group Producta, which represents 12 wineries in Bordeaux and Bergerac. At Vinexpo, the group launched a range of wine in cans for the American market. Marketed from June with a retail price tag of $15 (€13), the packs of 4 x 25 cl cans are available in white and rosé labelled as PGI Atlantique under the Destination label. The brand was launched in 2018 and designed as modern label for AOC Bordeaux to attract new customers.

200,000 cans

With 20,000 bottles sold in the first year, the Destination brand is targeting 90,000 bottles in 2019, including 200,000 cans. First launched on the East Coast of the United States, the can range is expected to be expanded in the future, and may even be available for Bordeaux wines depending on the success of the initiative. Currently accounting for 2% of wine sales in the United States, cans are showing strong growth, especially among young people and women, said Benoît Berger, who admitted that the French market was not ready for the innovation: “With our culture, wine in our mind’s eye is designed for bottles, with a cork...”

 

 

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