Guy Anderson launches Sauvignin Blanc in cans

Guy Anderson Wines launching its new wine brand 'CanCan' in 250ml aluminium cans from Rexam. Felicity Murray reports

The wine, which is being launched at the London International Wine Fair this week (May12-14), is an intensely fruity Sauvignon Blanc created by Thierry Boudinaudf in south west France. This initial introduction will be followed up by a rosé Pinot Grigio and a sparkling Prosecco, both from Italy.

Howard Price, associate marketing director of Guy Anderson Wines says: “The can is a key element of the brand. Alternative packaging formats such as bag-in-box, pouches, Tetra Pak and PET are gaining acceptance in the market, but we feel there is still more to be done to develop wine in a can."

This contract marks another success for Rexam in developing the wine in cans market. The beverage can manufactuer started to focus on the wine market in 2006.

Irene Martinez, category development manager at Rexam says: “We are constantly keeping our eye on not only what brands are doing in the market and what packaging choices they are making but, just as importantly, what consumers are choosing and how their lifestyles are changing.

"We are seeing a gradual increase in the number of off-trade drinking occasions. Consumers are making the choice to consume at home or on-the-go and packaging wine in cans targets these occasions perfectly with its convenient, single serve and environmental benefits.”

Price adds: "We are really benefiting from our relationship with Rexam; their expertise in the technology of production and understanding of the logistical side is really important. They have also been highly supportive in helping us develop the packaging and bringing CanCan to the market.”

1 May 2009 - Felicity Murray