wine in a can research & can technology · 2019. 12. 10. · awareness, trial and purchasing...

Amsterdam, 2019 © Mar-Kadam Associates

Wine in a CanResearch & Can Technology

Dr. Robert L. Williams, Jr.Dr. Helena A. Williams

Matthew J. BaumanWICresearch.com


Presentation

• History• Market Research• Can Technology• Contacts and Videos


History

• WWI French Army ration• 1936 Steel can• Acampo Winery, CA, USA• Acampa• Vin Tin Age

(Marsano, 2010)


History

• 1958 Aluminum can (beer)• 1980 Airlines

1996 Barokes (Vinsafe)2002 Sofia2011 The Infinite Monkey Theorem2012 Underwood; Flip Flop


Market Research

• 1st Mixed-method Wine-in-Can survey (2018)

• 1st Mixed-method WIC survey focused on image (2019)

• 1st Industry-leading WIC report (2019)

• 1st Blind taste test: identical wine, bottle vs. can (2019)

• 1st International Canned Wine Competition (2019)

• 1st WIC database; 400 winemakers/1,000+ SKUs (ongoing)


U. S. Market Growth

• Top wineries• E&J Gallo, The Wine Group, Constellation, Treasury,

Trinchero, Bronco, Ste. Michelle

• Top 10 selling varietals• Chardonnay, Cabernet Sauvignon, Red Blends, Pinot Grigio/Gris, Pinot

Noir, Sauvignon Blanc, Merlot, Moscato/Muscat, Rosé, White Zinfandel

• Top wine distributors• Southern Glazer’s, Republic, Breakthru, Young’s, Johnson

• Major beer companies• AB InBev (4); MillerCoors

• 9.3% CAG 2019-2022; 366 million units (EuroMonitor)


WW Market Growth(WICresearch.com database)

June 2018 June 2019 Change

Winemakers 125 350 +180 %

Product Lines (SKU) 350 900 +157 %

States 18 28 +56 %

Countries 13 28 +115 %


2018 SurveyConsumption & Motivation - Drivers

1) Convenience2) Occasion expansion 3) Sustainability/cost savings 4) Quality5) Portion control and Variety 6) Visual image/branding


2018 Survey Consumption & Motivation

• Convenience & Occasion Expansion are more important than segmentation based on• psychographics (subjective wine knowledge)• socio-demographics (generation, gender)

• All generations will buy more wine-in-cans by expanding Location


2019 Survey Findings

Purchase behavior: Can Size43% of consumers prefer the 250ml size format,

while 50% of producers offer it (in 4 paks)

36% of consumers prefer the 187ml size, while

only 8% of producers offer it

Only 21% of consumers prefer the 375ml format,

while 42% of producers offer it


2019 Survey Findings(attributes identified in 2018)

Q: “How important are following Wine-In-Can attributes?”Mean (1-5)

Taste 3.87Quality 3.80Value 3.32Convenience 3.23Portable 3.02Fun 2.90Recyclability 2.88Portion control 2.42Image 2.35Lifestyle 2.22


2019 Survey Findings(attributes identified in 2018)

Q: “Where (or what occasions) have you consumed WIC?”Freq.

Chilling 4.9%Party 4.2%Beach 3.7%Pool 2.5%Vacation 2.2%@home w/signif. 2.1%Tailgate 1.9%Boat 1.8%


2019 Survey - Image


2019 Survey Findings - Image

Q: “This brand represents people like me”Agree Disagree

Brand A 47.1% 52.9%Brand B 67.3% 32.7%

Q: “I would purchase this brand”Agree Disagree

Brand A 55.1% 44.9%Brand B 74.1% 25.9%


2019 Survey Findings - Image

Brand A Reflects lifestyle 53.4% NoRepresents me 52.9% NoI would purchase 55.1% YES

Brand A Reflects lifestyle 67.4% YesRepresents me 67.3% YesI would purchase 74.1% YES


2018 & 2019 Surveys: Most significant finding

• Both surveys confirmed that regardless of subjective wine knowledge, the awareness, trial and purchasing practices showed no differences.


2019 Survey - Image


2019 Blind taste test

• Identical wine from same winery poured from bottle, or can, into cup. Crackers and water were provided.

• Two locations (local University; Nissley Vineyards)

• Total of 86 random participants, aged 21-74

• Wines included a Dry Chardonnay, Dry Riesling, Dry Rose, and Sparkling Sweet Moscato.


2019 Blind Taste Test

• A total of 57% self-identified as having higher subjective wine knowledge than their peers.

• For question “I prefer Wine A, Wine B, No Difference”,Preliminary conclusions suggest that tasters reported NO strong preferences between the identical wine packaged in a Can vs. packaged in a Bottle.


2019 Blind Taste Test• Overall, 48.5% preferred Bottle, while 45.3%

preferred Can (3.2% difference).

• 51.1% preferred Can or indicated No Difference, while 48.5 % preferred Bottle. Table 1 Blind Taste Test Preferences

Preferred Preferred Preferred Preferred

Wine Bottle Can No Difference Can or No Diff.

Dry Chardonnay 48.8% 45.3% 5.8% 51.1%

Dry Riesling 42.9% 31.0% 26.2% 57.2%

Dry Rose 31.4% 37.2% 31.1% 68.3%

Sweet Spk Moscato 47.7% 46.5% 5.8% 52.3%

Overall 48.5% 45.3% 5.8% 51.1%


2020 SurveyPortion control / Lower Alcohol


1st International Canned Wine Competition (ICWC) 2019

• Over 200 canned wines from around the world

• Insomnia Wines won 3 Gold Medals and Best of Show Red for California Pinot Noir.

• Sans Wine Co. 2017 Rutherford Napa Valley Riesling awarded Best of Show White Wine

• Benmarl Winery of New York took home 3 Gold Medal, as did Leelanau Cellars from Michigan.

• 2019 winners https://cannedwinecompetition.com/2019-results

https://cannedwinecompetition.com/2019-results


Canning Technology

• Three interlocking factors to consider• Wine• Can and label/packaging• Filling/Lining

• Process


Label

Paper Shrink Wrap Direct print


Label

• Direct Print $ High Vol. Best image; LT

• Label (paper) $$ Mid Vol.

• Sleeve $$$ Low Vol. Higher minimum


Exterior Packaging (Image)on the “box” help to create powerful images for the winery brand.

3 pack 3 pack carrier 3 pack stack 3 pack flat

4 pack caps 4 pack cube 4 pack box 4 pack octagon


Filling

• Mobile canners Ex. Iron Heart

• Outsource UK: Greencroft187, 200, 250ml; 17,000 can/hr. fill rate

US: Free Flow; Infinite Monkey

• In-House Underwood


Filling/Lining Considerations

• Machine condition & operational performance• Hygiene: Micro-filtration & dosing (Velcorin)• Accurate, quality fill• Repeatable standards, including operators• Eliminate oxygen: Low DO and TPO (<2,000 ppb)• Pressurization: • Still=nitrogen ca 1.5 bar• Sparkling=can failure above 90 PSI

• Seamer-setting (integrity)*• Date coding (distributor shelf-life)• Dent-free conveyor/transport• Secondary care: Storage & distribution


Packaging Effect on Flavor Chemistry*

• Staling: • Accelerated production or loss of odorants through normal

chemical processes. • O2 “Rancid odors”

• Scalping:• Absorption of odorants into packaging• “Flavor loss”

• Tainting:• Migration of odorants into food• “Gaining off-flavor”

• *Dr. Gavin Sacks, Associate Professor, Department of Food Science at Cornell University https://www.youtube.com/watch?v=k6sn8VNxmys

https://www.youtube.com/watch?v=k6sn8VNxmys


Lining

• Problem!• Coating• EU: Epoxy is ok for all EU but France (BPANI

mandatory)

• USA: Epoxy ok in all States; California BPANI, or Epoxy with health warning.

• Thermally laminated PET


Lining Process – Toyo Seikan• Aluminum sheet

thermally laminated with PET film on the internal and external surfaces of the can (not coating).

• No water used during can forming

• DEC (Dual co-Extrusion Coating)


Canning Process

1. Regulations • TTB/EU compliance; • Deposit labeling (US) for Recycling (e.g. Every Can Counts)

2. Can • Can size • Can decoration (label, end, tab)• Can multiples exterior packaging

3. Send samples for compatibility test4. Artwork is completed5. Fill Ball 2019


Canning Process

1. Regulations 2. Can 3. Send samples for compatibility test

• Warranty valid only if cans not altered (label)• Fails most often due to

• #1 copper too low (.4 parts per million fail)• #2 SO2 too high (affects sensory) • Sum of free and bound SO2 per TTB <350 mg/L*• Total package oxygen (TPO) typical target = <2 mg/L*

• *Dr. Gavin Sacks, B.E.V. NY Conference (2019)

4. Artwork is completed5. Fill Ball, 2019


Can Suppliers

• Major canners Contact• Ball/Rexam [email protected]• Ardagh/Trivium [email protected]• Crown/Bevcan [email protected]• Vinsafe/Barokes [email protected]• Toyo Seikan https://www.toyo-

seikan.co.jp/e/product/for-beverage/can/

mailto:[email protected]




https://www.toyo-seikan.co.jp/e/product/for-beverage/can/


Canning Videos/Visuals

• Ball, Trivium, Crown, Toyo Seikan, Greencroft, Iron Heart https://www.youtube.com/watch?time_continue=352&v=7dK1VVtja5c

• https://www.ardaghgroup.com/userfiles/files/media-centre/5c6f269653b11.pdf

• https://www.youtube.com/watch?time_continue=418&v=YK4Rw5ZdQ2M&feature=emb_logo

• https://www.toyo-seikan.co.jp/e/product/img/tulcpopup_11.jpg• https://www.youtube.com/watch?v=CfdVOsJfJZI• https://www.youtube.com/watch?v=G3kiIP-lL9Y&feature=emb_logo

• https://www.youtube.com/watch?v=iLI5asOasxk

https://www.youtube.com/watch?time_continue=352&v=7dK1VVtja5c

https://www.ardaghgroup.com/userfiles/files/media-centre/5c6f269653b11.pdf

https://www.youtube.com/watch?time_continue=418&v=YK4Rw5ZdQ2M&feature=emb_logo

https://www.toyo-seikan.co.jp/e/product/img/tulcpopup_11.jpg

https://www.youtube.com/watch?v=CfdVOsJfJZI

https://www.youtube.com/watch?v=G3kiIP-lL9Y&feature=emb_logo

https://www.youtube.com/watch?v=iLI5asOasxk


Wine in Cans is not a fad!

Thank you. Questions?

For free report: www.WICresearch.com [email protected]



2018/19 Survey Conclusions

• Demand is not solely a factor of gender nor age. • Regardless of subjective wine knowledge,

awareness, trial and purchasing practices showed no differences.

• 6 Drivers: Convenience, Occasion Expansion, Sustainability/Cost savings, Quality, Portion control/Variability and Visual Image/Branding.

• NO strong preferences between the identical wine packaged in a Can vs. packaged in a Bottle.

wine in a can research & can technology · 2019. 12. 10. · awareness, trial and purchasing...

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