British retailer Waitrose has introduced private-label 'wine in a can' for the summer season.
From 25 June, an organic rosé and shiraz will be available in recyclable 250ml cans, the equivalent to one large glass of wine. Robert Eden from Chateau Maris in the Languedoc region of France sourced the 'excellent quality' organic wine, according to Waitrose.
The cans are lighter and more convenient to carry than glass bottles, making it ideal for wine lovers 'on the go', at a festival or perhaps a picnic, the retailer said.
Victoria Mason, Waitrose wine buyer, commented, "We’re really excited to bring back the trend of wine in a can. Following the success of small bottles at Waitrose last year, with sales increasing by 10%, we know our customers are looking for convenient and environmentally friendly packaging options for wine.
"Wine in a can is growing at a rapid rate in the US and it’s only a matter of time before this catches on in the UK."
Organic Wine Frenzy
Organic wine sales have increased by 36% year on year at the retailer, according to a statement. Including the launch of the cans, Waitrose now has 52 organic wines on the shelves. They are sourced from 15 distinct regions and are available in many different formats, including traditional 75cl bottles, 2.25L boxes of wine, and small bottles.
The Maris Organic Shiraz and Maris Organic Rosé, which is a blend of Syrah (60%), Grenache (30%), and Cinsault(10%) grapes, are on sale in 138 Waitrose branches, costing £3.49 each.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
