• France edition
 
French firm breaks taboo with wine in a can
The three available brands of Winestar wine in a can. Photo: Screengrab/Winestar.fr

French firm breaks taboo with wine in a can

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

Ann Törnkvist (ann.tornkvist@thelocal.com)

Don't miss...X
Left Right

Your comments about this article

Today's headlines
Trierweiler's new book 'won't spare' Hollande
Valerie Trierweiler has a potentially brutal book coming out on her time with President François Hollande. Photo: AFP

Trierweiler's new book 'won't spare' Hollande

A potentially explosive new memoir is due out this week from Valerie Trierwieler, France's ex-"first lady" who was dumped by the president for his mistress. The book apparently does little "spare" François Hollande. READ  

France vows to get tough on job seekers
France orders crackdown on job seekers after it emerged tens of thousands of positions have been left unfilled. Photo:AFP

France vows to get tough on job seekers

The French labour minister has ordered a crackdown to root out those abusing unemployment benefits, after it emerged that hundreds of thousands of available jobs remain unfilled in France. READ  

Sarkozy's big return: Carla Bruni 'says non!'
Carla Bruni-Sarkozy does not want her husband to return to politics, according to reports. Photo: AFP

Sarkozy's big return: Carla Bruni 'says non!'

Former French president Nicolas Sarkozy faces a few obstacles before he can fulfill his dream of becoming head of state once again - not least his numerous legal tangles. But it appears the biggest hurdle of all could be his wife Carla Bruni-Sarkozy. READ  

Votes for expats: Plan to end UK's 15-year rule
Brits may soon get the right vote in the UK for the rest of their lives. Photo: Hagwall/Flickr

Votes for expats: Plan to end UK's 15-year rule

The Conservative party in the UK has made a bid to woo expat voters by pledging to end the controversial “15-year rule” that prevents millions of Brits abroad from being able to vote. READ  

Most French admit they 'don't know about wine'
Most French people know nothing about wine, a new survey has revealed. Photo: Philippe Huguen/AFP

Most French admit they 'don't know about wine'

It may be the country’s most famous product but more than two thirds of French people admit they know nothing about wine, according to a new poll. READ  

France bans Muslim worker from nuclear sites
Tricastin nuclear plant in France, one of the many sites a Muslim engineer has been barred from over his jihadist links. Photo: Shutterstock

France bans Muslim worker from nuclear sites

A Muslim engineer has been barred from entering France's nuclear sites due to his links with jihadist networks, after a court upheld the ban this week. His lawyer claims the man is a victim of Islamophobia. READ  

Top Gear to launch new French version of show
Hit British car series 'Top Gear' is coming to France. Photo: Ana Poenariu/AFP

Top Gear to launch new French version of show

France is going to get its own version of legendary British auto series Top Gear with the show set to hit the TV screens by next year. READ  

Ukraine crisis
Mistral deal: Pressure on France as tensions rise
France may be forced to take another another look at its warship deal with Russia. Photo: Sergei Supinsky/AFP

Mistral deal: Pressure on France as tensions rise

Increased tension in the Ukraine has only served to heighten the pressure on France, which so far has stubbornly refused to pull-out of its €1.2 billion deal to sell two Mistral warships to Russia. But will Paris be forced to re-consider? READ  

Paris building blast: Eighth body found
Firefighters pull a body from the rubble after an explosion brought down an apartment block near Paris on Sunday. Photo: Fred Dufour/AFP

Paris building blast: Eighth body found

French rescue workers pulled an eighth body out of the rubble of a four-storey building near Paris on Monday. The apartment block collapsed on Sunday after an explosion. Rescuers don't believe anyone else is still missing. READ  

Opinion - School reform
'New five-day week is vital for French pupils'
French primary school pupils will attend school five days a week from now on, despite opposition from parents. Photo: Shutterstock

'New five-day week is vital for French pupils'

The head of a major parents' group in France tells The Local why the new five-day school week will bring French schools into the 21st century. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
Ten dos and don'ts for keeping your French in-laws happy
National
Unemployment: How does France compare to Europe?
International
Are all the talented professionals really leaving France?
National
La France profonde: Is it a rural idyll or a backwater hell?
Travel
Check out the four new attractions coming to Paris this autumn
Gallery
The French words you can't translate literally
National
Ten things you need to know about France's economics whizzkid
International
VIDEO: Watch the top five street scams to avoid in Paris
Politics
Take a look at the bulging to-do list that awaits France's new government
Politics
Six questions for France after Hollande ousts rebels
International
Choosing schools in France: Do you go international or French?
Gallery
From kissing to bad-mouthing: Ten ways expats in France drive you mad
Culture
Ten things you need to know about the Liberation of Paris:
Travel
Watch this impressive time lapse video and you'll want to move to Paris
National
Veiled Muslim woman on a French beach prompts politician's angry rant
Travel
Forget Paris and Provence where are the least touristy areas of France?
Gallery
IN PICTURES: The battle to liberate Paris from the Nazis
National
What France means to you in just one tweet
National
15 French 'false friends' you need to watch out for
International
12 reasons to invest in Paris and seven not to
National
French hamlet 'Death to Jews' mulls name change
National
French tourist caught in Pompeii brothel romp
International
'Forget the Anglo-media's image of France, the reality is much different'
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se