American producer to release next vintage in cans





American based Union Wine Company will release the latest vintage of their Underwood range of Pinot Noir and Pinot Gris in cans instead of bottles.

The relatively unprecedented move will save the company, in Oregon, an impressive 40% on its packaging costs when compared to the more traditional method of bottling, but more pertinently the company have been actively trying to make wine more accessible and their CEO believes their cans of wine have the capacity to do so.

“We wanted to come up with a product that embodied our company’s philosophy of making great craft wine minus all the fuss,” Ryan Harms, owner of Union Wine Co, told Fastcodesign.com. “There is a ‘winification' of beer trend going on and Union Wine Co. is at the forefront of a new trend, the ‘beerification’ of wine.”
 
 
 Ryan Harms, owner of Union Wine Company

Harm adds: “We want to be a part of those everyday celebrations. That is a big part of our idea of ‘bringing Oregon to your table,’ thus these wines are more about immediacy, and the can is certainly an extension of that thinking.”

Although releasing wine in a can is not a revolutionary initiative - a winemaker in the Languedoc-Roussillon recently broke one of France’s great winemaking taboos by releasing his latest vintage in cans - it definitely challenges the traditionalist notion of wine and wine drinkers. In the same way the rise of craft beers has developed something of a gourmet, gastro following, wine producers and brands are consistently trying to find new and innovative routes to market, such as the aforementioned accessible packaging.

The cans will be released next year and will cost roughly $5 each. The previous vintage of the Underwood Pinot Noir, 2012, which was released in bottles, scored a very respectable 87 points from Wine Enthusiast Magazine.
 
 
 

Written by: Ben Moss

Ben Moss 

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