Issue link: http://winesandvines.uberflip.com/i/670981
May 2016 WINES&VINES 55 PACKAGING BALL METAL BEVERAGE CORP. a real labor of love. Almost every part is custom designed, and we put a lot of time and thought and resources into it. We took advantage of the bottle change to also change the case. We are now using a print-grade, recycled Kraft corrugated (box). It still has a little silver sheen to get attention on the shop floor, but it is a more sustainable choice than our last carton material. We do all of this because we love the wine, and we want the packaging to be at the same level of qual- ity. We tend to re-evaluate our packaging every few years and continually evolve to keep it eye-catching and special." Yes, we can Winemakers have been experimenting with cans for decades, and in recent years, some have done so successfully. (For an example, see Laurie Daniel's interview with founder Ryan Harms of Oregon's Union Wine Co. on page 50.) Ball Metal Beverage Packaging has been making single-serve wine cans since 2004. "Just like craft beer, the transition started slowly, as winemakers and consumers real- ized the benefits of cans," said Melanie Ed- wards Virreira, national account manager for Ball Americas, based in Broomfield, Colo. "Today, alternative packaging for wine has been growing at an explosive rate, and wine in cans has been a large part of that—particu- larly over the past several years. Whole Foods predicts that wine in cans will be one of the biggest wine trends in 2016." Demand for single-serve wine packages continues to grow and, Virreira said, "Win- eries of all sizes looking to expand wine- drinking occasions are choosing cans. The market is changing. There is a lot of con- sumer excitement around wine as a bever- age, while at the same time, expectations about how and where it is consumed have changed from how wine has traditionally been consumed. There is growing interest in wines you can take with you easily to enjoy outside, and in packaging that deliv- ers a glass or two of wine instead of opening a bottle you might not finish." Lightweight and recyclable, cans can go to places where glass bottles traditionally cannot. "Wineries calling us are looking for ways to answer that consumer need. Ball has worked with winemakers of all sizes on the benefits and growth potential of wine in cans," Virreira said, citing Flipflop brand wine and Coppola's Sofia sparkling in cans. Canned wines are now merchandised every- where from grocery stores to small liquor stores to concert venues. Aside from meeting con- sumer needs, Virreira said, "There are many benefits for retailers and distributors. Cans in- herently are lighter and pack better than most other containers, allowing for more efficient shipping and distribution. And they don't break, benefiting both winemakers and consumers." Regulatory restrictions in the United States limit cans to four sizes: 187ml, 250ml (sold in multipacks), 375ml and 500ml. If you have an established wine brand, how can you translate that to this still unconven- tional package and capitalize on consumer recognition? "Our customers know their brands better than anyone. Ball works with customers' de- signers to optimize graphics for can printing. Cans offer a 360° printing surface," Virreira pointed out. "For most wine customers, the image is printed on the surface during the manufacturing of the cans. Ball provides the setup of the creative designs for printing." Cans have certain inherent advantages including a 96% pack-out factor, meaning that there is very little negative space (headspace). And since they weigh a fraction of similar sized glass bottles, shipping savings for cans are significant. "Cans are the most recycled beverage con- tainer in the world and drive the value in the recycling chain for all materials. Metal is valu- able!" Virreira said. "Cans are 100% infinitely recyclable. Making new cans from recycled metal saves more than 90% of the energy re- quired to make cans from virgin material. Cans are a sustainability success story." Virreira also contended that cans sustain wines in their initial condition indefinitely. "Once the cans are seamed, it is a hermetic seal: No oxygen in or out." While Virreira acknowledged that cans are unlikely to win the hearts of traditional- ists, she opined, "As more people realize the benefits of cans for both wineries and con- sumers, acceptance will continue to grow. While the percentage of the entire wine mar- ket in cans is small today, so was craft beer in cans 15 years ago." Getting the wine in While some wineries have their own canning lines, contract packers and mobile canners will fill cans onsite. Additionally, "Ball has a team of people to help wineries get set up with can filling, and (it) provides support throughout the process to ensure a successful launch," Virreira said. Kevin Mehra, president and founder of Boston-based Latitude Beverage Co., owns Ninety Plus Cellars in Mendocino County, Calif. The winery bottles in traditional glass format, but it's launching a new brand of imported wines this month. Lila Wines will start with three new varietals offered in 250ml cans. "We plan on producing 24,000 to 36,000 24-pack cases," Mehra said. KEY POINTS An established brand, Mer Soleil Silver, re- vamped its already standout package using a different closure and other materials. Canned wines are coming to the fore in the single-serve wine category. A mobile canner already is traveling to wineries across the country. Keg wines are another growing trend, but branding is a challenge at on-premise loca- tions. Custom wine tap handles can help. For wineries that don't have their own canning equipment, contract packers and mobile canners will fill and seal cans onsite.