Rexam looks for can openings in the wine industry

DIS has installed equipment that it claims will allow smoother and more precise filling for wine. The new machinery filters wine during unloading, measures and maintains mineral and oxygen levels and preserves the product before final filling.

It is being used first by the Wild Pelican brand, which Rexam said is selling wine in 200ml and 250ml cans on-board a number of airlines.

Wine push ​

Rexam made the announcement as it begins a big push to extend the popularity of the beverage can in the wine industry.

At the London International Wine Fair in May, the UK-listed company published research suggesting that the can could help attract young consumers.

Its survey of 1000 people aged 18-34 found that 58 per cent felt that wine in a can was appealing.

A majority of respondents also liked the idea of wine keeping cooler for longer in a can and the can being a good option for picnics and barbecues.

Rexam believes that cans are likely to have most success in the wine market when aimed at people traveling or eating and drinking outdoors.

“Although bottles will always have their place, wine in cans is perfect for on the go consumption when bottles often become impractical,”​ said Kym Hamer, marketing manager at Rexam.

Competition from PET ​

However, the beverage can is not the only pack type looking to target this emerging market. PET is also making inroads into the travel market for wine.

APPE – the biggest producer of PET bottles in Europe – said at the end of 2010 that it had increased its production of PET for the wine market by 45 per cent compared to the previous year.

Prominent examples of the emergence of PET include the Swedish state alcohol monopoly, Systembolaget, beginning to stock red, white and rosé wine in a 750ml PET bottle. And in the UK, Marks & Spencer and Waitrose began packing their private label wines in 250ml and 750ml PET bottles respectively.