What will they think of next?

Are wines-in-a-can here to stay or a passing fad? Gagan Sharma comments

One of the ‘coolest’ of trends in 2020, has to be India’s acceptance of wine-in-a-can. Although Sula Vineyards put their eight-year-old brand, Dia Sparkling in cans last year, the trend really exploded in the market this year when Fratelli Vineyards joined the party with TILT, their canned sparkling, red, white and rosé sparkling, medium-sweet wines. While the packaging, appeal and branding are utterly exciting, the wine-in-a-can concept is still in its adolescence, and most believe it may be just too early to comment on its prospects in India. Is it a passing fad or something that’s catching on?

The first official study of the concept was made nearly half a decade ago in the US, which remains the biggest wine-in-a-can market. Between 2018 and 2019 the market grew by 70% in the US, and 125% in the UK. Traditional wine producing countries like France and Italy are joining the race as well.

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