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A ‘Cottled’ Wine for Every Occasion

With canned wine now mainstream, wineries are looking for even greater differentiation, introducing products suited for a range of lifestyles, in uniquely shaped aluminum bottle cans with equally arresting graphics.

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Once considered a niche category, canned wines have become mainstream in a market that until recently was dominated by glass bottles. Overcoming their fears that the aluminum-packaged product carried lesser prestige, and in turn, offered reduced quality, consumers have embraced cans for their portability, environmental attributes, and in a majority of cases, comparable taste.

According to data from Nielsen, canned wines experienced a 69% increase in sales from mid-2018 to mid-2019, representing nearly $80 million. And that trend promises to continue. As Rich Bouwer, President of Free Flow Wines, forecast in an article in The Wine Industry Advisor in December 2019, year over year, wine in cans is on track to grow at least 10%, increasing from 1% of the $70 billion wine market in 2019 to 10% in 2025.

And now a new twist: Wine in a “cottle,” or a package that is a cross between a can and a bottle, is beginning to pop up on shelves across the country. Offering the same functionality and eco-friendliness as the can, the cottle also allows for unique shapes, greater differentiation, and resealability. Probably most well-known for its use by Coca-Cola, the bottle can is made of aluminum, is typically decorated by direct print, and uses either a metal twist-off cap or crown closure.

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