There has been a recent surge in the availability of wine in cans. It makes sense from several perspectives. Environmentally, cans are highly recyclable and also lightweight which reduces the carbon impact of shipping. Cans pack and travel well for leisure excursions. They are also convenient for single servings. Why aren’t cans even more popular? Perhaps it’s the wine.
Established producers have been reluctant to release their wines in cans. Their carefully cultivated markets may have no interest. Many of the brands selling wine in cans are new. Their product unproven, and sometimes of questionable quality. If cans are to gain wide acceptance, the wine has to be good.
West + Wilder is a brand sold exclusively in cans. The product is available in boxes of three. The design of the cans is simple and elegant featuring detailed plant illustrations on the face. The artwork wraps completely around the can allowing lots of space to detail the brand inspiration—West coast states including California, Oregon, and Washington—and to highlight their contribution in support of preserving wild public spaces. Surprisingly, this wrap is a printed label. Why not print on the can and save paper?
The box that contains the three cans is brown kraft cardboard. Perhaps to emphasize the environmental focus of the brand. The graphics on the box repeat those on the can though printed in black and white ink. Windows are cut in each end to reveal the cans inside. The interior of the box displays a linear map of the west coast from Mexico to Alaska printed in white ink. The underside of the box top features a quote from Amelia Earhart. “Adventure is worthwhile in itself.”
West + Wilder has given a great deal of attention to branding, design, environmental consciousness, and social responsibility. Much to applaud but what about the wine? It’s quite decent actually. Unlike many canned wines, it is bone dry. The flavours are fresh, redolent of red berries and watermelon. This rosé may not challenge Provence but it is perfectly suitable for its intended situations.
Given the prevalence of cans in the spirits market, wine may simply become an additional option. Just another can in the cooler alongside seltzers, ciders, and ready-to-drink cocktails. As long as it’s good.
