While canned wine is not a new concept, the product has become increasingly popular with consumers. Beverage research firm BW 166 found that sales of canned wine jumped by 43 percent in the U.S. between June 2017 and June 2018, CNBC reported.
Even so, canned wine doesn’t make up a large portion of the alcohol space: The product comprises only approximately 0.2 percent of all wine sales. Bottled wines comprise 90 percent of all sales in the space, however, with boxed and bagged wines making up the rest of sales.
Canned wine might appeal to younger consumers, who might be looking for affordable wine options. “Millennials aren’t looking to spend $70 on a bottle of wine,” Food & Wine’s executive wine editor Ray Isle told CNBC. A 750-milliliter wine bottle may range from $11 to $25, while canned wine might come at a price of $4 to $7 per 375-milliliter can.
The news comes as Walmart has launched its Winemakers Selection, offering 10 “distinctive labels” of wine from California, France and Italy. Nichole Simpson, Walmart’s senior wine buyer, explained earlier this year that the retail giant will sell the wine for about $11 per bottle, according to CNBC. She added that the wine will still be high quality, and will “drink like a $30 to $40 bottle of wine.”
Walmart began selling its private wine label in about 1,100 stores around the U.S. last month. Before the line was introduced, Simpson spent several months visiting both domestic and international winemakers. She said the labels help enhance the wine experience: Not only can customers get it cheap, but they can understand the story behind every bottle.
“We have made sure [the labels are] easy to read and ‘clean’ for the customer,” Simpson said.