The Union Wine Company, Oregon has launched a quality craft wine, their acclaimed Underwood Pinot Noir and Pinot Gris, in a beer sized 355ml can. That’s 13% alcohol compared to the 3-4 % you would get from a beer. Question is how will consumers drink it? From the can or poured into a glass? If it’s from the can, how does that fit with a responsible drinking message? The move will save 40% on Unions packaging costs compared to bottles; meeting their brand criteria “Wine for everyone”. Producing crafted wines that are affordable. The cans will sell at $5 each in the US.
Wine has previously been sold in 250 ml cans in the UK but this beer sized can is a first. In the EU it isn’t a legal serve size, so perhaps for now it will remain in the US only but it will be interesting to see how it works there.
We like its unpretentious back of the can “We love wine in Oregon. We don’t drink it with our pinkies in the air” “Pinkies down”. No fussy stuff, just paying attention to the details and leaving the fluff behind.
Is this the start of the new trend of the “beerification” of wine after the “winification” of beer?