Canned Wines Market Size, Share & Trends Analysis Report By Type (Red Wine, White Wine, Sparkling Wine, Dessert Wine, Fortified, Others), By Distribution Channel (B2B, B2C, Online Retail), By Product (Sparkling, Fortified, Still, Vermouth), By Alcoholic Content (Low Alcohol, Medium Alcohol, High Alcohol) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Market Overview

The global canned wines market size was valued at USD 213.42 million in 2022 and is projected to reach USD 592.90 million by 2031 at a CAGR of 11.8% from 2023 to 2031. The canned wine market is expected to grow at a lucrative growth rate owing to the shifting consumer preference towards convenient ways of wine consumption. People around the globe are demanding more portable and less fragile beverages for picnics and outings, which has surged the demand for canned wines. In addition, rising consumer spending on camping, recreational activities, and overnight stays at beaches and other secluded places are prominent factors driving the market growth.

As per the figures recorded by the International Organisation of Vine and Wine, in 2018, global wine consumption reached 246 million hectolitres (hl), surpassing 245 million hectolitres (hl) of the previous year. Globally, increasing demand for wine owing to the rising awareness among individuals regarding the health benefits associated with the beverage is a key factor responsible for the market growth. The below-mentioned info-graph depicts wine consumption worldwide for the period 2013–2018. (million hl)

Changing consumer lifestyle and fast-paced living in recent years has drastically changed the consumption patterns of consumers. Today, consumers are adopting on-the-go products, which has increased the demand for canned wines. Furthermore, the key players are introducing new flavors and offering a wide range of canned wines to attract more consumers, further bolstering the market growth.  

Market Dynamics

Advantages of Canned Wines over Traditional Packaged Wines to Drive the Market Growth

Changing needs and different occasions are demanding products ideal for the situation. The rapid rise in consumer spending on short trips and growing importance of recreational activities is drawing attention towards canned wines. Consumers are touting for the product as an alternative to beer and other cold beverages as it is portable and available at affordable prices. The debouching trends in household structures, comprising of more nuclear and single persons, have increased the home consumption of canned wines.  

The leading market players are embracing the burgeoning trend by unveiling wines in cans. The smaller serve helps the individual customer remove the potential barriers of purchasing a huge traditional wine bottle. The plethora of benefits of canned wines offers the individual to pack light for the trip and increase efficiency in recycling. The use of conventional glass bottles is fragile and cannot be carried to parks, beaches, and other tourist places. Cans are the fastest growing forms of wine packaging and occasion-friendly than glass, which is facilitating the market growth.

Rising Popularity of Canned Wines among Millennials and Active Participation of Key Players to Increase Sales Drives the Market Growth

Changing demographics in the different regions of the world are important factors affecting the canned wines market. The growing millennials and young population are reshaping the alcoholic beverages market. In the last two decades, there is a significant transition in the alcohol consumption of millennials across the globe. The millennials are more conscious of their alcohol consumption and seek options with moderate and lower alcohol levels. Also, the young generations have become more eco-conscious and careful about their carbon footprints, which has compelled the manufacturers to introduce organic and eco-friendly packaged wines.  

The on-the-go drinking culture of the people, particularly the millennials, is augmenting the sales of canned wines. The upward surge in the popularity of the canned wines among the millennials has led to a massive boom in the number of leading players launching their canned wine brands. Young people are more likely to create new drinking occasions than the older generations, further accelerating beverage sales. The confluence of these factors is expected to foster market growth during the forecast period.

Regional Analysis

Italy, Spain, and France: World’s Largest Consumer for Canned Wines

Europe dominates the canned wines market as wine is the second most preferred alcoholic beverage in the region. Italy, Spain, and France are leading contributors to the wine market in Europe, as they are among the top producers and consumers of wine across the globe. The region is also backed by the presence of prominent players and vineyards, making the canned wines available at cheaper rates. The below-mentioned info-graph depicts the wine-producing countries in the European region for the year 2018. (million hl)

As per the above-mentioned statistics, Italy is the worlds’ leading wine-producing country with 54.8 million hl, followed by France and Spain, respectively. Currently, the consumers prefer low-priced wines; however, the rising disposable incomes are expected to push the demand for higher-quality canned wines in the near future. The growing domestic production and consumption of wine in the European region are expected to have a positive influence on regional market growth.

Rising Sales of Canned Wines in the U.S. to Drive North America’s Market Growth

According to International Wine and Spirits Research, the number of regular wine drinkers has (RWD) has grown by 14 million between 2021 and 2022. This momentum is primarily generated by individuals under 40, and the wine industry is beginning to feel the influence of LDA Gen Z to some extent, in addition to the most engaged consumers (aged 25-54).
As opposed to 28% in 2021, 31% of monthly wine consumers are now under 40. This indicates that although younger LDAs may not consume wine as frequently as their elder counterparts, they are exploring the category at a higher rate than before the pandemic. The primary distinction is that younger LDA+ wine consumers now consume wine much less frequently and spend an average of more money when they do. 
The consumers present in the region demand new and convenient products to fit their busy schedules. Higher durability and faster chilling ability of cans as compared to the traditional wine bottles are supporting regional market growth. Most of the consumers in the U.S. are attracted to canned sparkling wines, presenting lucrative growth opportunities. Hiking has surged the popularity of canned wines in the U.S. as they are lighter and mobile than their counterparts, which makes it easier to transport in outdoor activities.

Segmental Analysis

Ease of Buying and Doorstep Delivery Provided by Online Retail Stores Has Surged the Consumption of Canned Wines

The online sales segment holds the highest market share on account of ease of buying and doorstep delivery options provided by the online platforms. Economic growth plays a crucial role in alcohol consumption patterns due to gradually improving consumer spending. The prominent players in the market are continuously striving to increase their profit margins and revenue by collaborating with popular online platforms.

The direct to consumer (DTC) segment, on the other hand, accounts for a larger share in the market. The key players in the market are adopting strategies to directly deliver products to the customers in order to increase the consumer base. The offline store segment is projected to observe a substantial growth rate in the canned wines market.  

Impact of covid-19

The COVID-19 pandemic has had drastic effects across all industrial sectors globally. However, the growth of managed file transfer has slightly increased amidst the pandemic on account of increasing business operations digitally. This enables enterprises to adopt managed file transfer to improve the cybersecurity and mitigate the risk of cyber threats and attacks. For instance, Google Mail detected about 18 million malware and phishing emails and over 240 million spam messages related to COVID-19 every day. This has compelled the enterprises to adopt managed file transfer solutions to improve cybersecurity.

Recent Developments

• April 2023-Canned Wine Co. has acquired The Copper Crew which together founded Wine Traders for Alternative Formats (WATF). This move complements their focus on canned wine excellence and portfolio expansion while prioritizing sustainability. The acquisition aims to focus on canned wine excellence, expansion of  portfolio and sustainability efforts committed to quality and sustainability.
• April 2022- DEFY, a prominent organic canned wine company initiated its maiden crowdfunding campaign on WeFunder, with the objective of securing $500K in funding. These funds are earmarked for various purposes, including marketing, sales expansion, ongoing production, and order fulfillment, all in preparation for the imminent U.S. launch. Despite allocating minimal resources to marketing efforts, DEFY has achieved remarkable sales success in the UK, establishing notable partnerships with international hotels and upscale organic supermarkets. 

• March 2022-Canned Wine Co. announced its partnership with Every Can Counts.  The companies entered joint mission is to promote awareness about the recyclability of drink cans. Every Can Counts collaborates with beverage manufacturers and the recycling industry, working towards achieving a 100% drink can recycling rate. The collective goal is to foster a sustainable and responsible recycling culture.