Private brand on canned wines : Good or bad idea ?

Example of a canned private label wine with a sparkling rosé from France

Canned wine is a growing trend in the beverage industry, offering consumers convenience, portability, and a stylish alternative to traditional bottled wines.

If you’re considering launching your own private-label canned wine, here are the key reasons why it could be a lucrative and exciting venture, as well as some of the challenges to prepare for.

The Advantages of Canned Wine

1. A New Market Niche

The canned wine market is still relatively new, meaning there’s plenty of room for innovation.

While bottled wine remains a staple, canned wine appeals to younger, trend-conscious consumers who value portability and casual consumption.

This opens up opportunities to target a diverse audience with creative flavors, styles, and branding.

2. Easy to Transport and Store

Cans are lightweight, durable, and compact compared to traditional glass bottles.

This makes them ideal for on-the-go scenarios like picnics, beach outings, or concerts. They’re also easier to stack and store, making them attractive to distributors and retailers.

3. Convenience Store Friendly

Convenience stores thrive on quick sales of easy-to-consume products.

Canned wine’s single-serving sizes and grab-and-go appeal make it a natural fit for these retail environments, expanding your brand’s presence beyond specialty wine shops.

4. Attractive Profit Margins

Canned wine can offer healthy profit margins if executed correctly.

The perceived novelty and convenience often allow for premium pricing, especially with high-quality wine and well-designed packaging.

5. No Need for a Bottle Opener

Canned wine eliminates the need for a corkscrew or wine opener, making it more accessible to casual drinkers and reducing barriers to consumption. The pop-tab design is universally familiar and user-friendly.

6. Trendy Packaging

Cans provide an excellent canvas for creative, eye-catching designs that stand out on shelves. Trendy, Instagram-worthy packaging can elevate your brand and attract a loyal customer base, especially among Millennials and Gen Z consumers.

The Challenges of Entering the Canned Wine Market

1. High Minimum Order Quantities (MOQ)

The production of canned beverages often comes with high MOQs.

For canned wine, you may need to commit to at least 20,000 units to start.

While this ensures economies of scale, it can be a substantial initial investment.

2. Cost Considerations

At the best price, producing 120,000 cans may be necessary to secure competitive pricing from suppliers, translating to a significant upfront financial commitment. Balancing production costs with quality and profitability requires careful planning.

3. Potential Resistance from Traditional Markets

While canned wine is trendy, it may be seen as too modern or unconventional for some markets, especially those with a more traditional wine culture. Researching local preferences and educating consumers can help bridge this gap.

Expanding the Appeal of Canned Wine

One of the greatest strengths of canned wine is its versatility. By offering a diverse range of products, you can cater to various tastes and occasions:

• Wine Types: Red, white, rosé, and sparkling options ensure broad appeal.

• Flavor Profiles: Include dry, brut, semi-sweet, and aromatic varieties to cater to diverse palates.

• Innovative Products: Spritzers and wine cocktails can attract a younger demographic looking for something lighter and more playful.

• Serving Sizes: Offer different can sizes (187ml, 200ml, and 250ml) to accommodate various consumption needs, from individual servings to slightly larger portions.

  
  

Tips for Success in the Canned Wine Market

1. Understand Your Local Market: Conduct thorough market research to identify consumer preferences, drinking habits, and competitive gaps in your target region. What works in one market may not resonate in another.

2. Prioritize Quality: Consumers are increasingly looking for quality in their wine, even in canned formats.

   Partner with a reputable winery and ensure that the product inside the can matches the expectations set by your branding.

3. Invest in Packaging: Design packaging that captures attention and communicates your brand’s story effectively.

   Trendy, sustainable, and visually appealing designs can make a significant difference.

4. Test and Adapt: Start with a smaller range of products to test consumer response. Use feedback to refine your offerings before scaling production.

5. Leverage Marketing Trends: Build a strong digital presence, engage with social media influencers, and emphasize sustainability to align with current consumer values.

   
   

   Conclusion

Creating your own private-label canned wine brand is an exciting opportunity to tap into a growing market.

With its convenience, versatility, and trendy appeal, canned wine has the potential to capture a wide audience.

However, success requires careful consideration of production costs, market preferences, and packaging design.

By addressing these challenges strategically and offering a diverse product lineup, you can position your brand as a leader in this emerging category.

I WANT TO DO MY BRAND !