Issue link: http://winesandvines.uberflip.com/i/670981
56 WINES&VINES May 2016 PACKAGING -║R║║║║║║#║║║║H║║║║║ ║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║║ &DOO8V7RGD\ ZZZPDYHULFNFDSVFRP '║R║║║║║║║║║║║║I║║║║S║║║║║║║║║║║║║║║H║║ ║║║║║║║║║║@║>║║║H║║║║║║║║@║║║║ "Cans and wine are about increasing oc- casions. More people can enjoy wine more easily, in more locations, and in portions that are perfect for the moment," he said. "Cans chill very quickly, don't shatter and are easily recycled and sustainable. I believe the time is now for can wines. With the adoption of many luxury offerings of craft beer in cans, the stigma of drinking alcoholic beverages from a can is gone." "Through our research, we have found that the early adopters on this type of alter- native packaging will be the 21- to 26-year- old millennials," he said. The Lila canned wine brand is appealing to that market with a rosé from Provence, France, a Sauvignon Blanc from Marlborough, New Zealand, and an Italian Pinot Grigio. Lila four-packs (equivalent to 1 liter) re- tail at $12.99. Canning will be provided by a Mid-Atlantic co-packer, and the wines will be sold nationally through groceries, spe- cialty stores and large retailers. "We are also receving positive response from boutique urban fine wine shops," he said. Through focus groups, Latitude presented six different packages to millennial consumers, who showed a preference for bold, modern design that was "fashion forward, unique and something they would Instagram with friends," Mehra said. Between the Lines Estate Winery produces some 5,000 cases annually in Niagara-on-the- Lake, Ontario. These wines are packaged in glass and kegs, according to owner Greg Wertsch. Between the Lines is a partner with Genesis Wine Group, which just launched a new brand: Origin sparkling wines produced at the estate. Wertsch expects production to be the equivalent of about 750 cases to start, increasing five-fold within two years. "We chose to go into 250ml cans for spar- kling wine specifically. The industry norm for bigger bottles made sparkling wine inac- cessible for smaller/single households most of the time. People still love the taste, but Domestic wine brand Ninety Plus Cellars is launch- ing a line of canned, imported wines called Lila Wines to cater to millennials. —continued on page 60 "Once the cans are seamed, it is a hermetic seal: No oxygen in or out." —Melanie Edwards Virreira, Ball Americas