Would you be ready to test Burgundy wine in a can? The question provokes an epidermal reaction in the streets of Dijon: “I think it distorts the product”advances a first passer-by. “It’s a noble product, so for me no, we don’t put wine in a can”continues another. “It’s a little pochtron”concludes a voice at the microphone of France Bleu Bourgogne.
Things are clear. However, an OpinionWay study carried out for the opening of the Vinexpo show in Paris affirms it: 72% of French people are in favor of trying the experience, a proportion which even climbs to 85% among young people.
An image problem?
In Côte-d’Or, the subject leaves a little more perplexed, therefore. And not just consumers: the winemaker Capucine Muzard, from the Muzard estate in Santenay, is not ready to launch. And it’s not a problem of innovation, since with her father and her brother, she has been marketing part of the family wine (600 bottles each year) for several years now, packaged in glass test tubes. A market for the hotel industry or consumption on planes.
The problem with the can is the image it sends back: “For the consumer maybe it has an advantage, but the wine when it is in the bottle it continues to evolve, it will not be easy to do the same thing in a can. And I find that for the brand image , it’s not great. It’s not wasteful, but it doesn’t enhance the product. I have this vision for Burgundy, but also for all good wines in general, in all regions. It is possible to find affordable bottles today or else there is the development of wine by the glass.”
At the Bureau interprofessionnel des vins de Bourgogne, the subject makes people smile. No, no one has embarked on the adventure of the can among the 1,170 winegrowers who are members of the institution. But we recognize that the can has more and more visibility. Some winegrowers talk about it in Chablis, or even further south, in Beaujolais. This is the case at the Salon Vinexpo in Paris, which takes place from February 14 to 16.
