From vine to can: the growth of canned wine
23 Jan 2024
From vine to can: the growth of canned wine

The wine industry has traditionally been resistant to change, but a notable shift is underway among British drinkers, who are becoming more receptive to vino in cans. What factors are driving this change in behaviour, and how can brands enter and cultivate growth in this lucrative segment?

Ben Franks

Ben Franks is a former wine and spirits journalist turned entrepreneur. Aged 22, he founded the multi-award-winning wine merchant Novel Wines. He is now the chief commercial officer at Canned Wine Co., which he co-founded with Simon Rollings in 2019. He became a fellow of the Royal Society of Arts, Manufacture and Commerce in 2020 for his work in the wine trade and entrepreneurialism, has been described by wine writer Angela Mount as a “shining example of the entrepreneurial spirit” in The Buyer in 2023, and was named one of the UK's leading wine buyers by Decanter in 2019.

James Hawkins

James Hawkins is a winemaker at Hawkins Bros Fine English Wines. He also owns, an online retailer that specialises in canned wines from around the world.

Anne-Victoire Monrozier

Anne-Victoire Monrozier’s family makes wine in Fleurie, Beaujolais, France at Château des Moriers, which also makes wine in cans. She’s been involved in her family business for 15 years and is due to take over soon. Besides selling the family Fleurie Chateau des Moriers, she also writes about wine and organises events focused on the future of wine, involving marketing, sales, and winemaking.

Jacopo Mazzeo

Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.