SA Sparkling Wine in Cans

A former professional rugby player, Muller says the 250ml Rexam slim can has had an exceptionally positive test market response, appealing not only to the initial target market of 18 to 34 year-old females, but to a much broader consumer market including men.

03/09/07 Manufacturers of SA's first sparkling wine in a can has turned to international beverage can maker Rexam for its packaging solution. Faan Muller, marketing director of Eve, says its decision to opt for aluminium cans was purely based on aesthetics: "We prefer the look of aluminum cans to steel cans, which is the only local option. Not only does the aluminum show up the design better, but Europeans are used to it."

Although the imported cans are 30% more expensive, Muller feels the premium is worth it to differentiate his product.

A former professional rugby player, Muller says the 250ml Rexam slim can has had an exceptionally positive test market response, appealing not only to the initial target market of 18 to 34 year-old females, but to a much broader consumer market including men. In fact, Eve has proved such a hit in SA, says Muller, that demand has exceeded supply.

However, with a new filling plant designed and imported from Italy due to be in production by this month, Eve will soon be launching the cans nationwide, and exporting into parts of Europe, Australasia and the US. The plant will have the capacity to fill two million cans per month.

Wine in cans is becoming increasingly popular with young wine drinkers. The convenient single-serve pack is not only lightweight and easy to transport for out-of-home consumption, it chills quickly and has been proven to retain the freshness and quality of sparkling wines perfectly, says Muller.

"When I told people I wanted to can sparkling wine, they thought I was nuts! But the overwhelming response to our pilot launch last year is better than we could have imagined. Also, the design possibilities of the can are endless. With Rexam's help, we have created an inspirational pack which brings our brand to life."

The design was done by Cape Town-based Arctic Circle, with input from fashion designer Gavin Raja.

Ann Bonner of Rexam Beverage Can added: "The success of Eve not only proves Rexam's commitment to emerging markets such as SA. It is also a great example of the can's suitability as a single-serve pack in what has become an increasingly diverse wine market."

Eve plans to extend the range to include three "still" wines - including a sweet white wine. - Erika Ter Steege