Month: March 2020

Wine in a can is a robust trend and not a short-term fad

With the traditional wine market in the US growing at an increasingly slow pace, successful wineries 10 years from now will be those that have adapted to a different consumer with different values.  Wine in a can is no new thing; it was first seen in World War 1 when the French army had their wine rations delivered this way.

WICresearch.com has done an in-depth study of the drivers that are affecting the boom in the wine-in-can market and it is predicted that the trend will continue to grow as it has done exponentially in its infancy.  The most important factors to consumers when it comes to wine-in-can are taste, quality and value, followed by convenience, portability and fun.  From 2017-2108 the wine-in-can market grew by 43%.  It is a market that cannot be ignored as the industry needs new growth places.

There are 6 main drivers that are promoting the expansion of wine-in-can, as follows:

Convenience

This is the most obvious benefit and relates to the carrying, opening and finishing of the product.  One is able take a can where it is illegal or inconvenient to bring a bottle or any glass.  The single-serve size also allows for zero waste of the contents, and it removes the need for traditional wine paraphernalia: foil cutters, corks screws. Under the convenience banner, the wine vending machine is also a trend that is starting to gain traction, certainly opening new markets in terms of novelty and availability.

Occasion expansion

This is based on both location and event. Location involves places where taking a bottle of wine is not suitable nor practical: boats, beach, swimming pools.  Event expansion is where offering a single-serve beverage is desirable e.g.BBQ, picnic.

It is interesting that wine-in-can drivers such as these are not cannibalizing the existing market with its meagre growth of 1-4% but it is rather creating an extension of markets or even new markets and thus creating strong double-digit growth.

Sustainability and cost savings

Aluminum is 100% recyclable and so the environmental footprint is greatly reduced, and the product attracts an eco-friendly consumer who values sustainability.  Research has shown that 51% of Millennials check the packaging before purchase for sustainability claims.

 Facts:

  • Sustainable products grew 4x the rate of non-sustainable products (Nielsen)
  •  Consumers are willing to pay 15% more for sustainable packaging (McKinsey)
  • 66% of consumers will pay more for sustainable brands (Nielsen)

Packaging in aluminum cans also produces a saving of 15-20% with some manufacturers suggesting 40% due to efficiency of packing and transport, lack of breakage, and lighter weight.  Therefore, carbon emissions for transportation are also lower. Also, savings occur in establishments serving wine by the glass, as there is total accuracy over the serving size with no shrinkage.

Portion control and variety

Apart from the benefit of not having to open a whole bottle when you would like to enjoy a glass, there is also no issue of dealing with unfinished wine.  The wine-in-can movement is very popular with restaurants that have less waste and leftover wine, or the problem of customers wanting to cork their bottle to take it home which is illegal in many parts of the world.

Due to the small serving, wine drinkers can enjoy different varieties of wine with different courses, instead of a full bottle of the same wine.

Visual image and branding

An aluminum can has a 360-degree label rather than just a front and a back.  It gives the product a cooler, more photographable, Instagrammable look.

“With 64% of consumers trying a new [wine] product simply because the package catches their eye, packaging design is one of the most underappreciated marketing levers” (Freeman, 2016).

Designers can go so far as to make the packaging glow in the dark.

Quality

“You actually have a really stable environment in a can…There’s no UV penetration or oxygen exchange like there would be through a cork and glass bottle” (Drinks News, 2018).

For still and sparkling wine, the integrity of the product can easily be preserved.  The dark, oxygen-free environment for still wine is ideal while for sparkling, the effervescence is contained in a small space.

There is ongoing research for different types of cans, linings and filling systems to ensure further integrity of the product as well as preserving its future life which is, as yet, unproven.

It is interesting to note that the wine-in-can purchase is not affected by gender, education nor generational group.  There is also no difference in self-reported wine knowledge i.e. consumers with a high level of wine knowledge are just as likely to buy wine in cans.

In a 2019 a blind taste test of wine-in-can versus wine-in-bottle was conducted. The identical wine from the same winery in both packaging formats was poured.  There were 4 different varietals and the experiment was done in 2 different locations.  51.1% said they either preferred the wine-in-can or that they could tell no difference between the two.

Wine-in-can is a growing market and innovation and interesting marketing tools are emerging every day.  It will be a very interesting space to watch over the next decade.

WICresearch.com

Jenny Ratcliffe-Wright
Cape Wine Master

 

Coronavirus Disrupts the Wine and Spirits Industry

Tastings and trade shows worldwide have been canceled or pushed back to mitigate the spread of coronavirus – we are keeping you up-to-date with the latest news from the drinks industry.

In northern Italy, roughly 16 million people are in a state of lockdown until 3 April after the government imposed strict quarantine that includes the closure of museums, cultural institutions and the suspension of all public gatherings and social events, including pubs, nightclubs and games halls. Budget airline Easyjet announced on Sunday evening it would cancel flights to Milan Malpensa, Milan Linate, Venice and Verona airports in the period up to April 3 and will provide further updates in due course.

The UK’s Foreign Office has advised members of the public to cancel all-but essential travel to key Italian wine-growing regions such as Lombardy region, including the cities of Milan, Bergamo and Como, and the provinces of Modena, Parma, Piacenza, Reggio Emilia and Rimini in Emilia Romagna region. A spokesperson for the UK government has said anyone returning to the UK from these parts of Italy should self-quarantine regardless of whether they are displaying symptoms.

Prime Minister Boris Johnson held an emergency meeting with the UK’s cabinet on Monday morning (9 March) to decide whether the country will undergo a similar lockdown to prevent the spread of the virus. However, a spokesperson confirmed that the UK will not pursue any stricter measures for the time being.

The Society of Independent Brewers (SIBA) has said its annual trade show, BeerX, will be going ahead as normal on 11 and 12 March, but with extra precautions in place.

James Calder, SIBA’s chief executive said: “We’re taking extra steps to ensure the risk of passing on infection remains low. We are working with our event partners, the Liverpool ACC and closely following Government guidance on a day by day basis. We would encourage all brewers, suppliers, judges and delegates to stick to their plans and take sensible measures.”

The measures include:

  • A ban on handshakes
  • A ban on sharing beer glasses with anyone else
  • Hand sanitizer stations placed throughout BeerX and on every bar
  • Exhibitors to use hand sanitizer on all stands
  • Encouraging everyone to stick to the NHS latest guidance on hand washing and sneezing into tissues

On Thursday, March 5th, Messe Düsseldorf, the organizer of ProWein, has revealed that the show will not take place this year. The group plan to host ProWein as scheduled in 2021.

On Tuesday, March 3, London’s wine trade had its first casualty. The RAW Wine Show, which was due to take place this weekend, has been postponed. Founder Isabelle Legeron MW said: “With so many producers flying in from all over the world this seems like the right decision for such a large gathering of people and such an international event.”

At the same time, the bi-annual Grands Jours de Bourgogne tasting, due to take place between 9 and 13 March, has likewise been called off.

And the organizers of the leading Italian wine show, Vinitaly, have announced the 2020 edition will be postponed until June.

On March 2nd we learned that the London Wine Fair will still go ahead, but attendees have been told to proceed with caution. The organizers have pledged to supply extra hand sanitizers and face masks to curb infection at the mammoth wine tasting in Kensington Olympia in May.

Also set to go ahead as normal is the Union des Grands Crus de Bordeaux’s annual primeurs week, which takes place at the end of March.

Arguably the biggest event in the drinks trade calendar, ProWein, has also been pushed back. Messe Düsseldorf states on February 29th that it was postponing a series of trade fairs set to take place in the exhibition center, including ProWein, Wire, Tube, Beauty, Top Hair and Energy Storage Europe.

A number of shows have also been canceled altogether in China, while the dates for Vinexpo Hong Kong and ProWine Asia in Singapore have also moved to later this year.

Source:  Drinks Business

 

The Institute of Masters of Wine announces Seven new Masters of Wine

The Institute of Masters of Wine has announced seven new Masters of Wine, from five countries. The total number of MWs in the world is now 396 in 30 countries. 

The new members of the IMW are Vanessa Conlin MW (US), Elizabeth Kelly (UK), Pasi Ketolainen (Finland), Lin Liu (France), Curtis Mann (US), Beth Pearce (UK) and Ross Wise(Canada).

The new MWs have passed the MW exam, recognized worldwide for its rigor.

The MW exam consists of three stages; theory exams, tasting exams and a final research paper (RP). The institute says the  RP is an in-depth study on a wine-related topic from any area of the sciences, arts, humanities or social sciences.

In addition to passing the exam, and before new members have the right to use the title Master of Wine or ‘MW’, they are required to sign the IMW’s code of conduct. By signing the code of conduct, MWs agree to act with honesty, integrity and use every opportunity to share their understanding of wine with others.

The first MW crop of 2020 shows the continued internationalization of the IMW. The top six countries where MWs are based around the world are Australia, France, Germany, New Zealand, the UK and the US.

The new MWs:

Vanessa Conlin MW (US)

Vanessa lives in Napa Valley and is the head of wine for Wine Access, a national direct-to-consumer e-commerce wine retailer in the US. Conlin was previously the director of sales and marketing for several of Napa’s wineries, including Arietta Wines and Dana Estates. Before moving to Napa Valley, she was the wine director for two wine shops and a wine bar in New York City. While studying for the Wine and Spirits Education Trust (WSET) Diploma she received the Niki Singer Memorial Scholarship from the International Wine Center. Vanessa worked as a professional opera singer, performing internationally and on Broadway, before falling in love with wine. She holds a master’s degree in music.

Research paper: Land and winery ownership in Napa Valley from 1998-2018: historical, legal, and economic factors affecting vineyards and wineries and the resulting current opportunities and limitations for ownership.

Elizabeth Kelly MW (UK)

After completing a degree in mathematical physics, Kelly decided to follow a different path and joined the wine industry 16 years ago. She worked at Oddbins and the WSET before joining the wine team at Marks and Spencer in 2013. Kelly is involved in buying English wines and product development.

Research paper: A sustainability scheme for the UK wine production industry.

Pasi Ketolainen MW (Finland)

Ketolainen holds a BSc in hospitality management and an MBA, for which he received an academic achievement award in recognition of outstanding academic performance. After a career as a sommelier and completing his WSET Diploma in 2003, he worked in sales and product management positions at various wine importers in Finland. Ketolainen has partner and board member experience and has consulted in an advisory role on strategy, customer relationship management and start-up company development. He has also represented Finland in blind tasting competitions. As well as speaking four languages, lecturing on wine, and conducting educational tastings, Ketolainen judges at wine competitions and in 2019 started as the commercial director at Viinitie Oy.

Research paper: Wine distributors’ views regarding the current and future status of the restaurant supply chain in Finland.

Lin Liu MW (France)

A Chinese national originally from Hangzhou, Liu started her wine studies in 2011. Now based in Cahors, France at Château de Chambert, Liu has devoted herself to many aspects of the wine world: trading, winemaking, tasting, judging, writing and wine education. She holds a BA (Zhejiang University), an MBA, where she won a full fee scholarship award (Aberdeen Business School) and received the top graduate award when completing her WSET Diploma (Austrian Wine Academy). Before wine, she held senior positions in the investment consultancy sector (foreign direct investment to China) and the whisky industry. Outside of wine, Liu enjoys painting, cooking, mushroom hunting, making pottery, gardening or sailing.

Research Paper: Cahors AOC hierarchization project, a case study from 1991 to 2019.

Curtis Mann MW (US)

Mann is a 19-year veteran of the US wine industry. He started his career in hospitality at ZD Wines in the Napa Valley. After graduating with an MBA (University of California, Davis), he worked as a brand manager for Trinchero Family Estates and then at Information Resources Inc. as director of wine and spirits insights. Since 2013, Mann has worked for Raley’s, a 125-store specialty supermarket chain in California and Nevada. As director of alcohol and beverage, he has re-shaped the chain’s wine offerings with the help of in-store wine stewards and educational tastings, leading to a growth in sales over the last six years. The wine press has noticed his efforts with awards such as the 2016 Wine Enthusiast Wine Star Award for US retailer of the year and the 2018 Market Watch Leader Award.

Research paper: California consumer understanding and preference for US Chardonnay styles

Beth Pearce MW (UK)

Pearce is based in London and works as a buyer for Majestic Wine. After university, she visited vineyards in New Zealand, which ultimately led to her joining Majestic’s management training scheme in 2010. Pearce embarked on her MW study program journey in 2016 after completing the WSET Diploma, where she received the Derouet Jameson scholarship.

Research paper: How effective is it to use the reduced carbon footprint of bulk shipping and UK bottling as a marketing message?

Ross Wise MW (Canada)

New Zealand native Wise is a winemaker and viticulturist based in British Columbia’s Okanagan Valley, Canada. Following a brief stint as a chef, Wise kicked off his wine career in 2002 by studying viticulture and wine science. After graduating top of his class (Eastern Institute of Technology, Hawkes Bay), he went on to work with several wineries and vineyards in the Hawke’s Bay, Marlborough and Central Otago regions. Wise moved to Canada in 2009 and established Wise Consulting, providing viticulture and winemaking advice to several wineries across Ontario. In 2015 he completed the WSET Diploma and shortly after was accepted to the MW study program, where he passed all theory and tasting exams on the first attempt. Wise moved west to the Okanagan Valley in 2016, where he is the winemaker for Black Hills Estate Winery and a senior winemaker for the Andrew Peller Limited family of wineries. Since arriving in the Okanagan Valley, he has expanded his organic and biodynamic viticulture knowledge, studied the potential implications of climate change in the valley, and developed a reputation as a prolific sourdough bread baker.

Research paper: How will climate change be influencing viticulture in British Columbia’s Okanagan Valley by the 2050s?

Riedel Launches “Winewings”

How it all started

In Summer 2018, in the hot and sunny Tyrolean Alps, Georg Riedel found himself asked by a customer to create “the ultimate glass” for the “King of Grapes”– Cabernet Sauvignon – a glass which would become the inspiration for a new glassware collection, Riedel Winewings.

For Georg, the challenge was how to begin research for this new glass. It helped that he had long loved the specific wine for which he had been commissioned to design the glass. With passion and enthusiasm, and with a coffee in hand, Georg made a start. Sketching the old fashioned way, he aimed to create a new shape, something revolutionary and supremely functional, a shape never seen before which, while respecting the 2,000-year-old art of glass-blowing, would eschew the egg-shape bowl developed by Claus Riedel and challenge the perception of how a modern functional wine glass should be.

Slowly, a new shape emerged: A flat-bottomed glass, wide and reminiscent of the wing of an aircraft, complete with winglets. As a new idea formed, Georg spent more than a year experimenting, tasting, sampling, benchmarking and fine-tuning. By making changes to shape, size and rim diameter, through computer-aided design and many prototypes, what began as one glass for one grape varietal developed into seven different glasses to represent the most popular grape varietals.

Riedel Winewings was born and was about to take flight!

Why a flat bottom?

In his own words, Georg Riedel describes the evolution and ultimate functionality of Riedel Winewings: “We make our first impressions by eye when assessing our chosen wine in the glass, and then we smell before we ever taste. I chose a flat and stretched bottom, with a wing-like shape to increase the surface between wine and air, which increases the levels of evaporation and develops a greater intensity of aroma. When positioning one’s head to the glass, the nose is closer and is exposed to the wider surface of the wine. However, this alone would not fully deliver the optimal aroma of each grape variety and so, to capture the delicate layered aromas, it was necessary to curve the glass walls and to correctly calibrate the opening of each glass with its rim diameter.”

About Riedel Winewings

There are seven styles: three for red wines, three for white and one for Champagne or sparkling wines. This glass collection is designed personally by Georg Riedel. It pushing the boundaries of the conventional wine glass shape and is striking in its design and in the words of Georg Riedel is “inherently functional, helping the wines’ aromas and flavors take flight”.

As Georg Riedel says, as he launches his newest creation, “If your wine could choose a glass, it would be Riedel – and that glass would be Riedel Winewings!”