The global canned wine market size to be valued at USD 571.8 million by 2028, expanding at a compound annual growth rate (CAGR) of 13.2% from 2021 to 2028. The rising demand for convenient, portable, and single-serve beverages is the key driver for the market growth. Growing consumer inclination toward ready-to-eat and ready-to-drink products, owing to their busy lifestyles and hectic work schedules, is driving the product demand. The COVID-19 pandemic has had a positive impact on the regional markets in several key countries. According to a report published by the Wine Industry Network LLC, in August 2020, canned alcoholic drinks had gained tremendous traction during the lockdown period.
Compared to 2019, the off-premises sales of canned beer/Flavored Malt Beverage (FMB)/cider increased by 25% in 2020. Canned wine is gaining popularity among consumers across the globe owing to its portability as well as convenience to keep it cold on beaches, during overnight camping trips, and other outdoor recreational activities. Moreover, these metal cans are less expensive and have a considerably higher recycling rate than glass bottles.
The rising popularity of outdoor recreational activities, such as overnight camping, RV camping, fishing, and hiking, has increased over the past few years, which, in turn, has boosted the demand for portable beverages, including canned wine.
According to the 2019 Outdoor Participation Report by the Outdoor Industry Association published in 2020, an estimated 151.8 million people in the U.S. participated in at least one outdoor activity in 2018. This participation saw a rise of 5.7 million participants from 2017 to 2018. Such activities bode well for market growth.
Moreover, consumers are willing to spend more on healthy, organic, and convenient foods and beverages with sustainable packaging solutions due to the rising health as well as environmental awareness. This will augment the demand for canned products, thereby supporting industry growth. Studies claim that aluminum cans are relatively cheaper and easier to stock & stack than other packaging solutions, which leads to less breakage.
The market for canned wines is expected to grow at a productive rate due to the multiple uses and benefits to the consumers worldwide. The rapid shift in the consumer preferences from traditional packaged beverages or wine to canned wines, due to portability, convenience in use for travel, and other purposes. This is mostly seen among young millennials and the working class, fueling the growth of canned wines during the forecast period.
Moreover, the expenditure on recreational activities, outings, and other social gatherings has increased, resulting in high consumption of wine. A range of benefits is offered by this product, amongst which ‘affordability’ is a major benefit, as canned wines are cheaper than the large-sized bottles. Cans are recyclable and enhance the utility of the product, which is projected to support the industry growth. In the context of environmental health and regulating the consumption level of alcohol, consumers prefer consuming canned wines over other beverages. The rising inclination of the manufacturers has driven investment in the market, which is further driving the overall market growth.
A major population in the U.S. consume canned wines, which presents a large opportunity space for the industry to grow during the forecast period. This attributes to the entry of significant players from different regions, enhancing the overall revenue share, and fostering market growth over the forecast period.
The sparkling product segment accounted for the largest revenue share of more than 66% in 2020 and is expected to maintain dominance over the forecast period. Key players are launching new products in this segment for customer retention as well as to attract new customers.
For instance, in February 2020, Sula Vineyards, India’s renowned wine brand, announced the launch of its first-ever canned wine under the brand name ‘Dia Sparkler’. The fortified product segment is projected to register the fastest CAGR during the forecast period. Customers are welcoming the new variants of fortified wines with various hard spirits as they get both the taste and flavor of the wine as well as spirit in one product.
The supermarket & hypermarket distribution channel segment accounted for the largest revenue share of more than 64% in 2020. With the increasing number of supermarkets and hypermarkets across the globe, major product manufacturers are making their products available through offline sales channels. Key supermarket chains are opening up new stores across various regions to increase customer penetration. For instance, in January 2020, SPAR announced that their partnered companies are establishing new stores across Spain to cater to the rising consumer demand.
The online distribution channel segment is anticipated to register the fastest CAGR from 2021 to 2028. Online sales channels, such as official websites, are extremely helpful as they provide detailed information on outstanding wines or specific vintage collections, particularly to experts and connoisseurs, as well as basic information about wine and its consumption to amateur wine lovers. Occasional consumers prefer online sales channels as it helps them buy directly from the manufacturer rather than through indirect channels, which are comparatively more expensive.
North America made the largest contribution in the global market by accounting for a revenue share of over 53% in 2020. The region will expand further at a steady CAGR retaining the leading position throughout the forecast period due to high product demand. Most consumers are increasingly adopting canned wines due to easy portability and convenience during travel and outings. Moreover, aluminum cans offer several other advantages over glass bottles and other packaging materials.
Asia Pacific is estimated to be the fastest-growing regional market from 2021 to 2028. Primarily driven by countries like China, Japan, South Korea, and India, Asia Pacific is the third-largest market for wine consumption in terms of volume. Moreover, countries like India are witnessing high demand for such products owing to the rising popularity of wine among the young and working-class population.
The market is still in its nascent stage where key players plan to launch their products as per the gradual shifting of consumer preferences. Wine manufacturers try to create products that address evolving consumer tastes and preferences or complement their food and health requirements. A differentiated brand that is relevant to and targeted at specific consumers and trends has more chances of achieving success than those that appear to be a mass product. For instance, in April 2020, Molson Coors Beverage Company announced the launch of its new line of canned wine spritzers under the brand name ‘Movo’ in the U.S. market. The product is available in three flavors including Blood Orange Sangria, Raspberry Rosé, and Peach White Blend. Such product launches increase brand visibility across the globe.
In April 2022, DEFY an organic wine company launched its crowdfunding initiative through WeFunder with a secured fund of USD 500k to support its marketing activities, production, and sales. This funding is a way to move toward the market of the United States. The development aims to create a sustainable position for the brand by providing organic and high-quality canned wines for consumers. This is expected to lead to increased consumption of the drink for different occasions, spurring high demand and growth of the target market
On June 8, 2022, the E.&J. Gallo became the authorized wine sponsor for the National Football League, to enhance their branding at the events and encourage team support. Through this strategic sponsorship, Gallo has attained proficiency to expand and diversify its product portfolio, with the evolving demands and consumer preferences across regions. This development is expected to increase the brand's performance in terms of sales and revenue, thereby contributing to the growth of the market
In June 2023, E. & J. Gallo Winery acquired Bev and its portfolio of premium canned wines and spritzers. This acquisition strengthens its growth strategy supporting the goal of providing outstanding quality wine to customers.
In April 2023, Canned Wine Co. acquired The Copper Crew. This acquisition focuses on the excellence of can formats and brings it one step closer to achieving the global mark of quality, sustainability, and talent in wine.
In March 2022, Canned Wine Co. announced its partnership with Every Can Counts. Both brands are working together to encourage and inspire UK consumers to use recyclable drink cans.
Some of the prominent players operating in this market include:
E & J Gallo Winery
Union Wine Company
Integrated Beverage Group LLC
SANS WINE CO
Sula Vineyards Pvt. Ltd.
The Family Coppola
The Canned Wine Company
Market size value in 2021
USD 235.7 million
Revenue forecast in 2028
USD 571.8 million
CAGR of 13.2% from 2021 to 2028
Base year for estimation
2016 - 2019
2021 - 2028
Revenue in USD million and CAGR from 2021 to 2028
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, distribution channel, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; U.K.; Germany; France; Australia; Japan; Argentina
Key companies profiled
E & J Gallo Winery; Union Wine Company; Integrated Beverage Group LLC; Sans Wine Co.; Sula Vineyards Pvt. Ltd.; The Family Coppola; The Canned Wine Company
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global canned wine market report on the basis of product, distribution channel, and region.
Product Outlook (Revenue, USD Million, 2016 - 2028)
Distribution channel Outlook (Revenue, USD Million, 2016 - 2028)
Supermarket & Hypermarket
Regional Outlook (Revenue, USD Million, 2016 - 2028)
Central & South America
Middle East & Africa
b. The global canned wine market size was estimated at USD 211.4 million in 2020 and is expected to reach USD 235.7 million in 2021.
b. The global canned wine market is expected to grow at a compound annual growth rate of 13.2% from 2021 to 2028 to reach USD 571.8 million by 2028.
b. North America made the largest contribution to the global canned wine market by accounting for a revenue share of over 53% in 2020.
b. The canned wine market is fragmented in nature, with the presence of a large number of domestic as well as global players. E. & J. Gallo Canned Winery, Union Wine Company, Integrated Beverage Group LLC, SANS WINE CO, Sula Vineyards Pvt. Ltd., The Family Coppola, and The Canned Wine Company are among the prominent players in the global market
b. The high degree of convenience and portability coupled with an ideal volume of wine for single-serve is the key driver for canned wine market growth. Furthermore, growing consumer inclination toward ready-to-eat and ready-to-drink products, owing to their busy lifestyles and hectic work schedules, is driving the demand for canned wines.
b. The sparkling product segment accounted for the largest revenue share of more than 66% in 2020 and is expected to maintain dominance over the forecast period in the canned wine market.
b. The supermarket & hypermarket distribution channel segment accounted for the largest revenue share of more than 64% in 2020 in the canned wine market.
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