Is this a good idea? Wine in cans…selling out

on 20/12/11 at 4:12 pm

Wine

Young Americans are developing a thirst for wine in cans, according to Ben Parsons, owner of Denver-based urban winery The Infinite Monkey Theorem.

Local retailers have been selling out of Parsons’ US$6.99 Sparkling Black Muscat in a 250ml can, emblazoned with the brand’s eye-catching monkey logo.

The British-born winemaker launched the can last July with a reworking of the iconic Barack Obama blue-and-red “Hope” poster, with the tag line: “Yes, we canned.”

“I’ve always wanted to put wine in a can,” Parsons told the drinks business. “They’re user-friendly, recyclable, and cut through the pretension of wine. It’s a perfect fit for the brand.”

Targeting the can at Millennial drinkers and generation X’s aged 21 to 40 has paid off.

“It’s ideal for music venues, and I’m in talks with Virgin Atlantic to try and get it onto their in-flight wine list,” said Parsons, who admitted the wine won’t age: “It’s got a one-year shelf life like any other can.”

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