Downing a tinnie is an Australian right of passage, but would you drink wine from a can? Discovering the environmental benefits might help you change your mind.
For a start, cans are safer than glass for festivals and outdoor events and have become a staple at venues like the Sidney Myer Music Bowl. Cans are a lot quicker to cool and are a lot easier to crush, meaning less space and weight in the trash. The single-serve format also makes it easier to keep a check on just how many drinks you’ve consumed.
Tailored Beverage Co (the same crew behind Melbourne Martini) has brought out a dry, bubbly rosé in a can made with wine sourced from McLaren Vale and, as their business name suggests, it was blended especially for them.
“We ticked around with it a little bit to get the desired profile,” said co-founder, Dylan Alexander. “Once we put it into the cans, we added the bubbles as well and, because rosé is not bubbly, we found that there was a slight flavour change. We needed to increase the fruit levels to make sure it still came through as a rosé.”
According to Dylan, they also spent a month perfecting the colour of the can, so that consumers wouldn’t think Rosé was too sweet. “You know when you go to the bottle shop and you see a really dark red rosé and you think, oh that’s sweet, or potentially not the Provencal style. So we tried to come up with packaging that was fun but also demonstrated what was inside.”
Unfortunately, convincing people to drink wine from a can isn’t as simple as having pretty pink packaging or flaunting regions on your label. Just as it took a while for people to favour screwcaps on bottles instead of corks, cans are also going to take some time to catch on.
“There’s been a stigma around it not being a quality product, and that’s something I think we’ll be fighting for a long time,” said Dylan. “We’re playing in a very traditional space, but it’s good to push the boundaries; it’s the same as drinking a cocktail out of a jar, I guess.”
Christ Mattes, Head of Wine at BWS, cited environmental reasons why the company released a series of wines in cans in January this year – but it’s just the tip of the iceberg. He said, “Innovations such as wine-in-a-can provide a smaller, more convenient format that opens the enjoyment of wine up to significantly more social occasions as they chill faster than glass and are more light-weight, while also retaining the wine’s freshness. They are also easy to recycle.”