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BOTTLING & LABELING

daily activities which focus on linking parties
such as wine producers, can producers, mobile
canning firms, labelers and all kinds of entre-
preneurs who are interested in entering the
market.
The interest is there from within the wine
world itself, which can contribute to the eli-
mination of losses due to Covid. It stimulates
the spirit of the innovative entrepreneur and
fits seamlessly with the demands of the con-
temporary market. Perception and imaging
are where the challenge lies for all parties in
this growth market! A recent development
which will boost the canned wine industry is
Canned wines also have had their own lea- the 2020 approval of the Alcohol and Tobacco
ding competition for the last few years now. Tax and Trade Bureau (TTB) of 250 ml cans in
The International Canned Wine Competiti- the US. On the European mainland the trend is
on (ICWC) based in California sees a growing to charge a deposit on cans, like the develop-
number of entries every year, as well as growth ment for PET bottles, due to the big problems
in the quality of the wines. They judge the wi- with trash disposal. This will only stimulate
nes on quality in different categories including the market, an environmental and reasonable
several varieties of white and red grapes, se- market which will use the welfare of the planet
veral blends, rosé wines, sparkling wines (non- as a serious unique selling point, giving credit
-carbonated) and carbonated wines. Other where credit is due. What‘s wrong with that?
categories are the wine spritzers, coolers and
seltzers, which are basically wine based light
alcoholic drinks of sparkling water and fruit.
The expansion of such institutions helps to
contribute to the correct image.
Other mainstream competitions are also
allowing canned wines, but mostly pour them
into bottles and don’t focus on another be-
nefit of canned wines, the 360° label printing
options, the great achievements of graphic
designers and modern artists. I have seen la-
bels with great pictures, with relief and textu-
re, and other excellent designs, reminiscent of
modern painting: unique collector‘s items on
their own! Within the ICWC judges also award And what about the future?
design awards for package design for series My personal opinion is that this wine seg-
and individual cans. This gives an additional di- ment will be available in many countries over
mension to the product and also shows the ad- the coming years. It will not replace the bottle
ded value and identity for the wine consumer. and not all kinds of wines will be canned. One
Not surprisingly this part of the wine industry of the attributes of canned wines is the oxygen
is growing rapidly today, and not only in the free package; wines which do not benefit from
home market the US. I experience this in my this aspect will not be canned successfully.
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