Rexam, the world’s leading beverage can maker, is continuing to demonstrate its commitment to the wine can market with its attendance at this year’s London International Wine Fair from 12th – 14th May at London’s Excel exhibition centre.

As the world’s largest can producer, Rexam is now working with well known players in the wine industry to share its expertise in order to grow the market of this 100% recyclable packaging. The can fits perfectly with the move to market wine in single serve packaging which has been fuelled by changing consumer habits. Rexam believes that wine in cans will be the preferred single serve format for today’s on-the-go young consumers, for whom wine has historically not been the drink of choice. 

At the wine fair, Rexam will showcase its innovative single serve can sizes and will share the results of its latest independent studies, which show how the wine can is a more cost effective consumer packaging format and produces fewer CO2 emissions than other wine packaging during transportation due to its space efficiency.

Additionally, the latest survey of wine drinkers, commissioned by the WSTA, has demonstrated that the current economic downturn has led consumers to drink more wine at home at the expense of on premise consumption. In the Wine Intelligence poll of 1,000 regular wine drinkers, when asked about the impact of the economic climate, half of those surveyed say they are paying more attention to price, while 1 in 4 say they are drinking wine at home more often instead of going out.

Rexam’s 200ml and 250ml wine cans lend themselves perfectly to these changing consumptions habits as they allow consumers to purchase only what they are going to consume, avoiding waste and saving money. The cans are lightweight, compact, easy to chill and, as research has shown, keep wine perfectly fresh, making them ideal for at home storage and consumption. 

With summer approaching and consumers spending less time in bars and restaurants, alternative drinking occasions are also becoming more important to the alcoholic beverage industry.  Serving wine in cans gives companies a competitive edge by offering consumers more choices to better suit outdoor and on-the-go drinking occasions, such as parties, picnics, barbeques, sports events and festivals; in fact, anywhere where glass is not practical.

Rexam will display a number of brands that have chosen the aluminium can as their preferred packaging choice, including Guy Anderson Wines’ new ‘CanCan’ wine brand. It will also be offering samples of wine in cans at the London International Wine Fair, stand Q10.

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