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Switching to cans and lower abv can boost sales, says report

Published:  02 April, 2019

Producing low or no alcohol lines and switching from bottles to cans could boost sales for the wine trade, suggest new statistics on the craft beer industry.

EeBriaTrade’s latest report, which analysed data from over 600 UK craft beer breweries, revealed “exponential” growth in no or low alcohol (less than 2.8%) beer, which is up 381% in two years.

It added that nearly 2.5% of all craft beer sold is below 2.8% abv and 1.2% of all craft beer being no more than 0.5%.

"There's certainly a trend towards healthier living and younger generations are drinking less than their predecessors,” said EeBriaTrade CEO and co-founder David Jackson. “With brands like Seedlip doing well in the non-alcoholic spirits market, it feels likely that we'll start to see these trends in the wine industry."

The growth of cans is also startling. In 2016, 16% of all packaged craft beer was sold in cans, but cans now represent 72% of the market. EeBriaTrade said breweries that switched from bottles to cans found their rate of sale almost tripled on average.

In March, Larkin Wines released a range of “very premium” canned wines in the UK, to be distributed by specialist boutique Californian agency James Hocking Wine, to take advantage of what Larkin owner and winemaker Sean Larkin described as a “significant market potential” for canned wine.

And in February, Jascots teamed up with English canned wine brand The Uncommon. Jascots managing partner Miles MacInnes said wines like The Uncommon’s sparkling Bacchus in a can will “change customer’s perception of wines in a can and reveal the potential for quality wine in alternative packaging.”