![]() However, sales of canned wine increased by 43% over the same period. Data from the US is impressive: BW 166 LLC, the market research company for alcoholic beverages, claims that retail wine sales between June 2017 and June 2018 remained stable in the US at $3.3 billion. Seizing the opportunity, the German trade fair defined 2019 as “ The year of the can“, a format that is taking off more quickly in the USA than any other alternative wine-packaging format.įor companies that want to appeal to the younger generations in the USA, ignoring it would just be a form of snobbery. And not just with fans and curious people. However, at the ProWein trade fair in Dusseldorf, where the director introduced the Napa Valley canned range, his stand was always crowded. According to wine traditionalists, canned wine production is an insult to the sacredness of wine, on a par with screw caps and bag-in-box packaging. Not only white wines and sparkling wines, but also important reds such as Pinot Noir are now sold in packs of four 250 ml cans for 24 dollars. He has now put his Diamond Collection wines in cans. He turned it into a wine mecca, with his movie memorabilia displayed between the barrels, including the Oscars.Īfter spending 35 years producing the most classic of wines (from Cabernet Sauvignon to Sauvignon Blanc) and restoring old varieties of grape, Coppola is following in the footsteps of beer. When he became rich with “The Godfather” he invested almost everything in a winery in the Napa Valley, the Rubicon Estate, which later became the Francis Ford Coppola Winery. And to think, I didn’t drink when I was young.”Īt 80, Francis Ford Coppola still enjoys taking people by surprise. “I make more money with wine than with movies.
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