SHARE
COPY LINK

WINE

French firm breaks taboo with wine in a can

An award-winning French viticulturist is about to sell his wine in colour-coded cans, breaking yet another taboo in France, where something as seemingly innocent as a rubber cork only a few years ago had faces contorted in disgust.

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

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.

Member comments

Log in here to leave a comment.
Become a Member to leave a comment.

FARMING

Cold snap ‘could slash French wine harvest by 30 percent’

A rare cold snap that froze vineyards across much of France this month could see harvest yields drop by around a third this year, France's national agriculture observatory said on Thursday.

Cold snap 'could slash French wine harvest by 30 percent'
A winemaker checks whether there is life in the buds of his vineyard in Le Landreau, near Nantes in western France, on April 12th, following several nights of frost. Photo: Sebastien SALOM-GOMIS / AFP

Winemakers were forced to light fires and candles among their vines as nighttime temperatures plunged after weeks of unseasonably warm weather that had spurred early budding.

Scores of vulnerable fruit and vegetable orchards were also hit in what Agriculture Minister Julien Denormandie called “probably the greatest agricultural catastrophe of the beginning of the 21st century.”

IN PICTURES: French vineyards ablaze in bid to ward off frosts

The government has promised more than €1 billion in aid for destroyed grapes and other crops.

Based on reported losses so far, the damage could result in up to 15 million fewer hectolitres of wine, a drop of 28 to 30 percent from the average yields over the past five years, the FranceAgriMer agency said.

That would represent €1.5 to €2 billion of lost revenue for the sector, Ygor Gibelind, head of the agency’s wine division, said by videoconference.

It would also roughly coincide with the tally from France’s FNSEA agriculture union.

Prime Minister Jean Castex vowed during a visit to damaged fields in southern France last Saturday that the emergency aid would be made available in the coming days to help farmers cope with the “exceptional situation.”

READ ALSO: ‘We’ve lost at least 70,000 bottles’ – French winemakers count the cost of late frosts

SHOW COMMENTS