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Canned Wine Market

Market Study on Canned Wine: Given the Factors Like Consumer Convenience, Sustainability Trends, and a Shift Towards Portable and Single-serving Packaging, PMR Expects a Plethora of Opportunities for Wine Manufacturers

A Detailed Analysis of the Canned Wine Market Based on Growing Focus on Canned Beverages, Product Regulations, and Advent of Technology

Canned Wine Market

The global canned wine market is forecast to expand at a CAGR of 18.3% and thereby increase from a value of US$773.4 Mn in 2023, to US$2,507.9 Mn by the end of 2030.


Key Insights

Canned Wine Market Size (2023E)

US$773.4 Mn

Projected Market Value (2030F)

US$2,507.9 Mn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

An emerging phenomenon in the beverage sector, canned wine is distinguished by its packaging in aluminum cans, which offer the advantage of portability and convenience over conventional glass bottles. This novel strategy accommodates changing consumer preferences by providing a transportable, environmentally sustainable, and lightweight alternative. The market for canned wine has experienced substantial expansion because of its attractiveness to consumers who are constantly on the move and desire convenience without sacrificing the standard of their wine consumption.

The transition to tinned wine is motivated by several factors: its appropriateness for outdoor pursuits, diminished ecological footprint, and the ease of handling single-serving portions; these attributes correspond to contemporary ways of life that place a premium on accessibility and sustainability. Numerous elements contribute to the phenomenal expansion of the worldwide tinned wine market. To begin with, the aspect of convenience assumes a critical significance, given the growing inclination of consumers towards effortless options for outdoor gatherings, picnics, and informal occasions. The ease of transport and decreased likelihood of breakage that are characteristics of tinned wine are to modern, hectic lifestyles.

In addition, environmental considerations influence the market, as aluminum cans have a smaller carbon footprint and are more recyclable than conventional glass bottles. The market is additionally strengthened by the cost-effectiveness of production and transportation, which renders tinned wine a financially feasible option for producers and consumers alike. With the ongoing evolution of consumer preferences, the canned wine market is positioned to experience consistent development, driven by its ability to adjust to the shifting dynamics of the beverage industry.

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Market Growth Drivers

Increasing Traction for Environmentally Sustainable Attributes of Aluminum Packaging

The principal factor propelling the worldwide tinned wine market is the environmentally sustainable and sustainable characteristics of aluminum packaging. In response to rising consumer consciousness and environmental apprehensions, the beverage industry, which includes wine producers, is progressively adopting sustainability as a paradigm shift. The transition from conventional glass bottles to aluminum cans signifies a significant decrease in the carbon footprint of the industry.

Coupled with being lightweight and more compact, which contribute to decreased transportation emissions, aluminum cans are also highly recyclable and have a considerably smaller environmental footprint than alternative packaging materials. Aluminum cans powerfully resonate with environmentally conscious consumers who actively pursue products that reflect their values due to their eco-friendly appeal. The canning process effectively mitigates the necessity for energy-intensive and cumbersome glass manufacturing, which significantly contributes to the environmental impact of the wine industry.

In addition to requiring less energy to produce, aluminum cans have a high recycling rate, guaranteeing that the substance can be repeatedly repurposed and reused. This is consistent with the industry-wide trend toward responsible consumption and circular economies. By utilizing aluminum cans for packaging purposes, wine producers not only establish themselves as environmentally conscious organizations but also appeal to an expanding market segment that places a premium on sustainability.

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Market Restraints

Conventional Perceptions, and Anticipations Linked to Wine Packaging

Notwithstanding the substantial expansion and favorable characteristics of the tinned wine industry, a limiting factor pertains to the conventional perceptions and anticipations linked to wine packaging. Glass bottling has become an established custom with a long history, endowing wines with an aura of prestige and genuineness in the perceptions of consumers.

The adoption of aluminum cans presents a challenge to these established conventions, resulting in skepticism from certain consumers who view tinned wine as a deviation from the traditional sophistication associated with the beverage. The constraining force presents tinned wine producers with an unprecedented obstacle in the form of firmly established perceptions that must be surmounted.

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Increasing Prevalence of Outdoor and Experiential Dining

An advantageous factor propelling the worldwide tinned wine industry is the increasing prevalence of outdoor and experiential dining. In the light of the growing demand for distinctive and unforgettable experiences among consumers, canned wine aptly corresponds to the changing inclinations towards portable, informal, and outdoor environments.

Wine devotees are allowed to partake in their preferred beverages in a multitude of non-traditional settings, including picnics, festivals, and outdoor events, due to the portability and convenience of aluminum cans. Especially among the younger demographic, which prioritizes experiential rather than conventional modes of consumption, this trend has gained traction, elevating canned wine to the symbolism of modern and daring lifestyles.

The transition towards outdoor and experiential consumption provides tinned wine manufacturers with a substantial opportunity to expand into new demographics and markets. Canteen wine's versatility amplifies its allure as a practical and consumable alternative for social occasions, wherein conventional glass bottles might be unfeasible or prohibited. Furthermore, the accessibility of single-serving portions and the simplicity of cooling contribute to the appeal of canned wine as a selection for impromptu and personal occasions.

With the ongoing emphasis on experiential learning, the canned wine industry is poised to gain advantages through its capacity to complement a wide range of lifestyle preferences and social environments. Producers leverage this opportunistic force by developing marketing strategies that emphasize the correlation between tinned wine and lively outdoor experiences. This will enable them to broaden their consumer base and increase their market penetration.

Intricate Regulatory Framework Around Packaging of Alcoholic Beverages

One significant obstacle confronting the worldwide tinned wine industry is the intricate regulatory framework for the packaging of alcoholic beverages. About the packaging, labeling, and distribution of intoxicating beverages, regulations, and restrictions vary by country and region. The presence of such regulations, which are frequently ingrained in time-honored customs, may impede the expansion and adoption of alternative packaging methods, like the utilization of aluminum cans for wine.

The task of managing the complexities of various regulatory frameworks requires tinned wine manufacturers to exert considerable effort. It is their responsibility to ensure adherence to local regulations, which may encompass distinct criteria for labeling, health precautions, and limitations on the utilization of specific packaging materials.

Analyst’s Viewpoint

A convergence of factors-evolving consumer preferences, industry dynamics, and environmental concerns-is anticipated to propel the global tinned wine market toward substantial expansion. Consumers' increasing preference for portability and convenience is a significant factor in market growth. The contemporary way of life, which is marked by constant motion, outdoor gatherings, and a preference for effortless experiences, harmonizes harmoniously with the practicality that tinned wine provides. The segment's adaptability accommodates a diverse array of consumer demographics, including outdoor enthusiasts in search of a portable and lightweight substitute for conventional glass bottles and young urban professionals in search of convenience.

The manufacturer-consumer relationship is crucial to the profitability of the tinned wine industry. There is a growing trend among manufacturers to utilize direct-to-consumer (DTC) channels, such as online platforms, to foster a closer relationship with customers. Through circumventing conventional distribution channels, producers can directly engage with their intended audience and effectively communicate the distinctive attributes of canned wine, including its environmentally sustainable packaging and adaptability to a wide range of occasions.

The direct interaction facilitates the collection of valuable feedback by manufacturers, allowing them to gain insights into consumer preferences and subsequently adapt their strategies. As a result, the market approach becomes more responsive and consumer-centric. The impact of environmental sustainability on the tinned wine industry is becoming increasingly significant. Aluminum can wine packaging is consistent with the worldwide trend toward environmentally favorable practices. In the light of increasing consumer environmental awareness, the recyclable nature and diminished carbon footprint of aluminum cans establish them as a compelling alternative.

Environmental factors not only exert an impact on consumer buying behavior but also play a significant role in shaping industry regulations, as governmental and regulatory entities actively promote sustainable practices. Those manufacturers who communicate and prioritize their dedication to sustainability are more likely to attain a competitive advantage in the marketplace. In conjunction with a commitment to sustainability, the dynamic between producers and consumers positions canned wine as a formidable competitor in the continuously expanding beverage industry.

Supply-side Dynamics

The market for tinned wine is currently being dominated by industry titans including Underwood, Union Wine Company, and The Infinite Monkey Theorem. North America, with the United States in particular, emerges as a preeminent region in terms of market utilization adoption and advancement. Outdoor events in the US have increasingly adopted tinned wine, with prominent wineries providing their most popular varieties in convenient aluminum containers.

Moreover, European nations such as France, and Italy are adopting this trend by capitalizing on their extensive wine traditions to present premium tinned alternatives. The South Asia, and Pacific region is gaining prominence due to the expansion of its middle class; Australia and New Zealand, for instance, are contributing to the global market's presence.

The impact of market leaders in the tinned wine sector is altering the dynamics of the industry. Market leaders are redefining consumer perceptions through the implementation of strategic marketing, innovative packaging, and sustainable practices. The success of The Infinite Monkey Theorem in facilitating the introduction of high-quality tinned wines has prompted rivals to improve their products. The dedication of Union Wine Company to sustainability not only appeals to consumers who prioritize environmental concerns but also establishes a standard within the industry. By rendering wine suitable for casual events, Underwood has broadened the market's scope beyond conventional contexts. The competitive landscape transforms as dominant players persist in innovating and establishing trends, thereby stimulating a race among industry participants to satisfy shifting consumer preferences and demands.

Market Segmentation

What is the Spearheading Product Type Segment?

Still White Wine to Sell Rapidly Owing to their Widespread Allure

The segment of the canned wine market that is most likely to attain the greatest market share is still white wine. Consumer preferences are in line with the widespread allure and invigorating qualities of white wine, which is further propelled by the accessibility enhanced by its convenient canning packaging, which contributes to its market dominance.

Conversely, the sector anticipated to experience the most rapid expansion is Rosé. The rising popularity of rosé wine, especially in social and outdoor environments, establishes it as a market segment that is expanding at a rapid rate. Rosé's light and fragrant attributes, in conjunction with its convenient and portable, packaging, contribute to its popularity among consumers in search of a lively and practical wine-consuming experience.

Which is the Sought-after Packaging Size for Canned Wine?

The 375 ml (12.7 oz) Sized Beverage Cans to Hold the Maximum Market Share

The 375 ml (12.7 oz) segment is anticipated to hold the greatest market share in the canned wine industry. Achieving a balance between providing a generous portion for a single serving and ensuring portability, this measure accommodates the preferences of a wide range of consumers.

On the contrary, the 250 ml (8.4 oz) segment is anticipated to experience the most rapid growth. The reduced volume corresponds to the increasing prevalence of moderation and portion regulation, which attracts customers in search of a lighter and more portable wine alternative. The versatility of 250 ml containers, in addition to their convenience, establishes this segment as a leading candidate for substantial expansion in the tinned wine industry.

Which is the Leading Sales Channel?

Hypermarkets and Supermarkets Surge Ahead as Offer the Largest Shelf Space to Canned Wines

The category comprising hypermarkets and supermarkets is expected to hold the highest market share in the canned wine industry. These prominent retailers offer ample shelf space, which appeals to a wide range of consumers with varied tastes. Moreover, they possess the necessary resources to exploit the increasing demand for canned wine.

Simultaneously, the online retail sector is anticipated to experience the most rapid expansion. With the ongoing expansion of e-commerce, consumers are progressively selecting online platforms due to their convenience and extensive product offerings. The capability for consumers to peruse and acquire tinned wines from the convenience of their residences establishes online retail as a vibrant and swiftly growing distribution channel within the canned wine industry.

Top Regional Markets

Popularizing Cultural Trend Towards Portable and Convenient Lifestyles Underpins North America’s Lead

It is anticipated that North America will hold the largest market share of the worldwide tinned wine industry. Multiple factors contribute to the region's pre-eminence. To begin with, the convergence of the prevailing cultural trend towards portable and convenient lifestyles and the transportable characteristics of tinned wine is evident. The inclination of North American consumers towards products that provide a combination of convenience and high quality has grown substantially, rendering tinned wine an apt choice.

The considerable market share is further enhanced by the combination of a strong wine culture and a propensity for innovation in the beverage industry, both of which are prevalent in nations such as the US. Moreover, the region's extensive distribution networks, which include prominent retail chains and a thriving e-commerce sector, offer abundant opportunities for tinned wine products to be easily accessible and prominently displayed. Moreover, canned wine's early adoption of sustainable and environmentally friendly practices in North America is a significant selling factor.

South Asia, and Pacific Gear up for a Bigger Game as Tined Wine Garners Interest of Youth

It is expected that the South Asia, and Pacific region will witness the most rapid expansion of the worldwide tinned wine market. Numerous elements are attributable to this anticipated acceleration. To begin with, the area is experiencing the emergence of a middle class characterized by a rise in disposable incomes; this has resulted in an expanding clientele eager to sample novel and varied beverage alternatives.

Moreover, the youthful population in these markets exhibits a greater degree of receptiveness towards global trends, thereby establishing a favorable market for novel products such as tinned wine. In addition to having a climate that is favorable for outdoor pursuits, the South Asia, and Pacific region promotes a culture of social gatherings and events. Due to its portability and simplicity of consumption, canned wine appeals to the tastes of consumers in this region who desire sophisticated yet convenient beverage options for special occasions.

Competitive Intelligence and Business Strategy

Prominent entities in the tinned wine industry, including Underwood, Union Wine Company, and The Infinite Monkey Theorem, have implemented a range of strategic maneuvers to maintain and increase their market dominance. A critical determinant of their success is their unwavering commitment to packaging innovation and product excellence. As an illustration, The Infinite Monkey Theorem has established its brand image as a premium entity through the provision of premium wines in tinned formats, thereby contesting the notion that non-traditional packaging compromises quality. The dedication to producing high-quality goods has appealed to consumers who value both practicality and a refined liquor experience.

A distinguishing characteristic of Union Wine Company is its adoption of sustainable practices. The organization's commitment to minimizing its ecological footprint and utilization of novel packaging materials resonate with an expanding demographic of environmentally aware consumers. By adopting this strategic approach, Union Wine Company not only conforms to the values of its customers but also distinguishes itself in a market where sustainability is increasingly recognized as a critical factor of differentiation.

By mainstreaming wine consumption, Underwood has implemented an innovative strategy in the marketplace. By providing an assortment of reasonably priced and accessible tinned wines, Underwood has successfully expanded its consumer demographic, thereby rendering wine a practical and pleasurable choice for a multitude of events. The implementation of inclusive pricing and marketing strategies has been instrumental in enabling Underwood to acquire a substantial portion of the market.

Key Recent Developments

New Partnership

Canned Wine Co. has completed the acquisition of The Copper Crew, a group that co-founded Wine Traders for Alternative Formats (WATF), as of April 2023. This action aligns with their commitment to expanding their portfolio and excelling in tinned wines, all while placing a high value on sustainability. The purpose of the acquisition is to concentrate on tinned wine excellence, portfolio expansion, and sustainability initiatives dedicated to quality and sustainability.

Market Impact: The April 2023 acquisition of The Copper Crew by Canned Wine Co. represents a momentous advancement that carries substantial ramifications for the worldwide canned wine industry. By executing this strategic maneuver, Canned Wine Co. not only solidifies its standing as a dominant contender but also emphasizes an increased dedication to producing exemplary tinned wines. The development, which prioritizes sustainability initiatives and portfolio expansion, signifies an industry-wide dedication to excellence and environmentally conscious procedures. The emphasis placed on these critical domains is expected to have an impact and enhance industry benchmarks, possibly serving as a model for comparable endeavors in the worldwide tinned wine sector.

(Source: Canned Wine Co.)

Canned Wine Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Product Type
  • Package Size
  • Sales Channel
  • Region

Key Companies Profiled

  • Union Wine Company
  • Underwood
  • MANCAN Wine
  • The Infinite Monkey Theorem
  • Lila Wines
  • Francis Ford Coppola Winery
  • Backpack Wine Co.
  • House Wine
  • Nomadic
  • Electric Sky Wine
  • Sans Wine Co.

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

Available upon request

Canned Wine Market Research Segmentation

By Product Type:

  • Sparkling Wine
  • Still White Wine
  • Still Red Wine
  • Rosé

By Packaging Size:

  • 250 ml (8.4 oz)
  • 375 ml (12.7 oz)
  • 187 ml (6.3 oz)

By Sales Channel:

  • Hypermarket/supermarket
  • Wine Shops and Specialty Stores
  • Club Stores
  • Liquor Stores
  • Online Retail

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  • Union Wine Company
  • Underwood
  • MANCAN Wine
  • The Infinite Monkey Theorem
  • Lila Wines
  • Francis Ford Coppola Winery
  • Backpack Wine Co.
  • House Wine
  • Nomadic
  • Electric Sky Wine
  • Sans Wine Co.

- Frequently Asked Questions -

The growth is fueled by shifting consumer preferences towards convenient and portable beverage options, coupled with sustainability considerations favoring eco-friendly packaging.

Canned wine caters to the demand for single-serving portions, offering convenience and portability, making it an ideal choice for on-the-go consumers and outdoor events.

Sustainability is a significant factor, with canned wine aligning with eco-conscious trends, featuring lighter packaging, reduced carbon footprint, and recyclability.

Brands are leveraging creative marketing approaches, including vibrant packaging designs, social media campaigns, and collaborations, to attract a diverse consumer base and differentiate their products.

Challenges include traditional perceptions of canned wine and potential quality concerns; industry players are overcoming these by emphasizing premium offerings, educating consumers, and ensuring consistent quality.

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