In the beginning, the allure of canned wines was the novelty. Then it was about the convenience, especially for outdoorsy types. Eventually, it was the often surprising quality of the fermented grape juice contained therein.
Now all three factors have turned canned wine from a fad into a trend. Over the past three years, sales of these wines have followed this trajectory, according to the Nielsen Co.: from just under $10 million, to $42 million and then $70 million.
Which helps explain why chains such as Top Ten, Kowalski's, Lunds & Byerlys and Edina Liquors have embraced cans. And why bars such as Nomad World Pub, Lush, Parallel, Lake Wine and Kitchen (at the airport) and Midway Saloon have hopped onto the bandwagon. And why country clubs, public golf courses, marinas and resorts such as Grand View Lodge in Nisswa, Minn., are all over the movement.
"It's great for boats, golf courses, the beach restaurant and our special banquet events outside," said Grand View Lodge wine director Christine Iannelli. "I think it's a fad, but they said that about box wine when it came out. I said I would never buy box wine, and now occasionally I do."
While cans are a natural fit for Minnesota's lakes and rivers, they're also a hot item in the core cities at outlets such as Stinson Wine, Beer & Spirits, an early adopter and now home to an impressive aluminum display. Owner Bob Anderson said the primary customers for his 40-plus offerings are millennials.
"It's more the younger, active crowd in their mid-20s, the camping crowd," Anderson said. "Sales go through the roof once spring hits."
But the convenience factor comes into play for consumers of all ages. "A lot of times people don't want to worry about that half-empty bottle in the fridge," Anderson said. "In the cans, there are just a couple of glasses."
And of course, cans are not only lighter than bottles but easier to transport, open and sip at parks and beaches (those where alcohol is allowed, of course) and while hiking and biking. They're also more readily recyclable because of their compactness.