Canned wine takes hold among French youth

The year 2020 confirmed the Bag-in-box® trend, is 2021 about to see the wine can take hold in France? We can think so. Indeed, 48% of French wine consumers from generation Z, i.e. 18-24 year olds, drink or plan to drink wine in cans. This compares to 51% in the UK and 68% in the US. In France as well as abroad, this percentage decreases with the age of the consumers. Among French millennials (25 to 40 years old), it drops to 43%. Among 45-54 year olds, 35% say they have already drunk canned wine and 20% of those aged 55 and over.

The survey also reveals that the trend depends on the region. Indeed, people from the North of France and Paris are more sensitive to the can than people from the East and West. In terms of colour, it is not surprising that rosé wine is the most consumed in aluminium packaging (28%), followed by sparkling wine (25%), white wine (18%) and finally red wine (16%).

This is not the first time that this packaging has tried its luck on the French market, which is still difficult to convince. However, the transfer of consumption to the home or in a more nomadic mode during confinement and the less traditional way of consuming wine among young people are favourable elements. Another detail to which young consumers may be sensitive is the recyclable nature of the can. "We are seeing more and more people adopting wine in cans, both because of their high recyclability and their convenience for outdoor drinking. As their potential to also contribute to a circular economy is more widely understood, we expect this trend for canned wine to grow even more," said Carey Causey, president of Ball Beverage packaging EMEA.


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