In an article featured in the “Wine Industry Advisor” Robert Whitley writes about the first International Canned Wine Competition (ICWC) held at the Mendocino County Fairgrounds, on July 24, in California. He reports that the best line of the event was uttered by Handley Cellars winemaker Randy Schock, who was among the judges evaluating the more than 200 entries at the July 24 event. Schock said tasting the canned wines made him “think about how to approach winemaking outside of the bottle.”
Whitley goes on to write that: “At a time when growth in wine sales across the United States has slowed to a crawl (year-to-year sales last year managed a meager 1 percent increase), the industry is looking for the next big thing. Canned wine, which delivers both ease of portability and convenience, could be the ticket.”
All that’s holding back the full embrace of wines in a can is perception. That’s where the International Canned Wine Competition steps in. The results, with 37 gold medal winners from the 200-plus entries, are a strong indication that the industry has overcome some of the early issues surrounding canned wine. Whitley explains that: “Current production techniques utilize a lining inside the can that eliminates the possibility of a metallic taste interfering with flavor and overall balance. And quality is good to very good, meaning wineries aren’t simply diverting the wines they’ve rejected from their bottled blends into can production.”
There are now about 400 wineries producing 900-plus canned wine products, according to organizers of the ICWC, with more to come as acceptance spreads. The competition attracted wines from Italy, Spain, Argentina, Australia and New Zealand as well as a number of wines from across the United States. Benmarl Winery of New York, for example, earned three gold medals, as did Leelanau Cellars of Michigan. Traditionalists may cringe at the thought of fine wine from a can, but we’ve seen that act before. There was resistance almost 20 years ago when domestic wineries began to use screw-cap closures for many premium wines. Oh, the horrors! Never mind that Australian and New Zealand wineries made the switch years earlier with little or no downside.
Today, many consumers go out of their way to purchase screw-cap wines, particularly white wines, rather than those with traditional cork closures. There is no downside in terms of taste, so the purchasing decision often comes down to convenience. I don’t know that wines in a can will go through the same evolution with consumers, but I wouldn’t bet against it.
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