Rexam Produces Packaging for New Wine-in-a-Can Range

Guy Anderson Wines selected Rexam's 250ml aluminium can for the packaging of the first wine to be launched in its CanCan range, a sauvignon blanc from south-west France.

04/04/09 Consumer packaging manufacturer Rexam's campaign to bring wine in cans further into the mainstream market has been boosted with the launch of wine brand CanCan from Guy Anderson Wines.

Guy Anderson Wines selected Rexam's 250ml aluminium can for the packaging of the first wine to be launched in its CanCan range, a sauvignon blanc from south-west France.

The company will follow this with other launches in the same format, including a rosé pinot grigio and sparkling prosecco.

"This is a key element of the brand," said Guy Anderson Wines associate marketing director Howard Price. "Alternative packaging formats such as bag-in-box, pouches, Tetra Paks and PET are gaining acceptance in the market, but we feel there is still more to be done to develop wine-in-a-can."

Howard Price Wines first made contact with Rexam at a trade conference last year where Rexam had been exhibiting its wine cans.

Rexam category development manager Irene Martinez said she had noticed a gradual increase in the number of off-trade drinking opportunities.

"Consumers are making the choice to consume at home or on the go and packaging wine in cans targets these occasions perfectly with its convenient single-serve and environmental benefits."