• France's news in English

French firm breaks taboo with wine in a can

Ann Törnkvist · 11 Jun 2013, 09:29

Published: 11 Jun 2013 09:29 GMT+02:00

Winemakers at the Château de l'Ille in the Languedoc-Roussillon department of southeastern France are behind the bold move, which involves packaging AOC wine in cans. 

AOC ("appelation d'origine controlée") is a special label given to a selected number of products by the French government, and indicates that this wine in a can is no watered-down swill, but rather meets a set of strict production standards and guidelines.

The three cans, with the colour of the rim corresponding to the type of wine inside, will be launched by the company Winestar at the Vinexpo conference in Bordeaux this weekend. A pink rim signifes the rosé, for example.

"We want to become the Nespresso of wine," Cédric Segal, co-founder of the company behind the innovation, Fabulous Brands, told French daily Le Figaro.

The move is an attempt to lasso younger generations of would-be wine lovers, as the small cans are so easily carried in a handbag or rucksack, and they sell at €2.50 each.

"They don't consume wine in the same way as their elders do, but they are equally demanding about quality," said the company Winestar in a statement. 

"They particularly like having a drink in places that correspond to their nomadic party lifestyle - a picknic on the beach, a walk in the forest, or even when you snatch a bite to eat on the hoof." 

The winemakers are led by Pol Flandroy, who has more than three decades of experiences in the field and more than 200 medals testifying to his expertise.

The fruity red is entitled Cuvée Andréas, while the white is a Cuvée Emilie, with notes of pineapple and grapefruit. Finally, the Cuvée Alexandre rosé is characterized by red-fruit notes.

While cans are more often associated soft drinks and sodas, Winestar have managed to get Ball Packaging Europe to engineer the can and protect the Chateau d'Ille wines. The can has an extra layer on the inside to protect the beverage. 

The can is also the most recycled item of packaging in the world, which the French winemakers have hastened to underscore as an eco-friendly point in its favour.

Related articles

Ann Törnkvist (ann.tornkvist@thelocal.com)

Your comments about this article

Today's headlines
Rankings: France not just about quality of life
Skyscrapers at the business district of La Défense, west of Paris. Photo: AFP

Rankings: France not just about quality of life

1 minute ago

A look at how France shapes up in dozens of global surveys has revealed the country is doing surprisingly well in areas it is often seen as lagging behind.

France seals €10 billion of deals with Saudis
Saudi King Salman bin Abdulaziz (R) and French Prime Minister Manuel Valls (L) arrive for a meeting in the Saudi Capital Riyadh on October 13, 2015. Photo: AFP

France seals €10 billion of deals with Saudis

1 hour ago

France on Tuesday announced a series of deals worth €10 billion ($11.4 billion) with Saudi Arabia, during a visit by Prime Minister Manuel Valls.

French funfair workers block roads in protest
The roads were blocked in the northern French town of Rouen. Photo: AFP

French funfair workers block roads in protest

2 hours ago

There were severe traffic delays in northern France on Tuesday as fairground entertainers protested by setting up burning blockades at the entrances to several city centres.

Some truths about immigration in France
Net migration to France slows as thousands leave. Photo: AFP

Some truths about immigration in France

3 hours ago

New figures were released on Tuesday which shed light on the flow of migration to and from France. Here’s a look at how many are leaving, how many are arriving, and the percentage of foreigners in France.

Paris Uber drivers protest fare reductions
Uber drivers gather for a peaceful protest on the Place de la Porte Maillot in Paris. Photo: AFP

Paris Uber drivers protest fare reductions

4 hours ago

Drivers from ride-booking service Uber held a protest in Paris on Tuesday over their company's decision to reduce passenger fares by 20 percent as a result of competition.

French football
Cissé held over Valbuena sex tape blackmail plot
Mathieu Valbuena left and Djibril Cissé on the right. Photo: AFP

Cissé held over Valbuena sex tape blackmail plot

5 hours ago

Former Liverpool footballer Djibril Cissé was one of four people arrested by French police on Tuesday in connection with a plot to blackmail French international Mathieu Valbuena over a possible sex tape.

Paris Terror Attacks
Jewish store gunman was sent instructions
Amedy Coulibaly, seen here in his posthumous video. Photo: AFP

Jewish store gunman was sent instructions

6 hours ago

Amédy Coulibaly the gunman who killed four in a siege at a Jewish supermarket in Paris was sent an email with instructions and advice by an unknown sender, the probe into the January terrorist attacks has revealed.

'Lucky' couple to spend night in Paris Catacombs
Fancy spending a night among the dead underneath the streets of Paris?

'Lucky' couple to spend night in Paris Catacombs

7 hours ago

For Halloween, the home rental website Airbnb is offering brave travellers a night in the sprawling tunnels filled with skulls and bones that is one of Paris's most popular -- and ghoulish -- attractions

Opinion - France's veil ban
Burqa ban five years on - 'We created a monster'
Has France's so-called burqa ban been successful? Not for some critics. Photo: AFP

Burqa ban five years on - 'We created a monster'

22 hours ago

Exactly five years after France's controversial burqa-ban was adopted, a professor who has spent years studying its impact tells The Local it has been a "complete failure" and even helped create a real threat to France.

Riviera floods
Park's killer whale dies after French floods
A file image of a killer whale at Marineland. Photo: AFP

Park's killer whale dies after French floods

23 hours ago

A week after extreme floods hit the French Riviera, a marine park has announced that one of its killer whales died on Monday afternoon.

Anger after hunter accidentally kills hiker thinking he was a deer
Analysis & Opinion
France's 'burqa ban' five years on - 'We created a monster'
Sea Park's killer whale dies after devastating floods in France
Ten stunning images from France in the autumn
Whatever happened to the once famous French university system?
Refugees enjoy Paris after escaping war
Analysis & Opinion
Opinion: Maybe France isn't completely doomed after all
How to find a graduate job in France
The pro-women French TV ad that was axed because it was too sexist
The secret to more travel for less
French bakers in trouble with the law for... working too often
What's on in France: Ten great things to do in October
French car makes it from Paris to Bordeaux... without a driver
This pic was enough to see a French beauty queen stripped of her crown
Analysis & Opinion
Opinion: Tearing suits of Air France execs isn't great for France's image
Opinion: France should follow UK and teach drivers not punish them
Paris: See how rundown Gare du Nord became one big disco
When angry French workers target their bosses (and it pays off)
French Riviera floods: Marineland park left under sea of mud
IN PICTURES: French Riviera ravaged by 'apocalyptic' floods
Looters arrested after deadly floods strike southern France
Eight top vegetarian restaurants in France
Indecent exposure: French cops drop trousers at British war memorial
jobs available