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Spanish wine producer and exporter Producto de Aldea has adopted specially-developed wine cans as it expands its market reach.

Time of issue::2020-08-04 17:18

Spanish wine producer and exporter Producto de Aldea has adopted specially-developed wine cans as it expands its market reach.

Ardagh Group’s Wine Can, a 250ml slim aluminium can, has been picked as the new packaging option for its premium wines previously only available in a glass bottles.

The news emerges as Can Makers, the industry body representing UK’s can manufacturers, recently brought together five leading wine critics for a virtual wine taste testing to prove that wine in cans tastes great and dispel a few myths and preconceptions.

The results were said to be extremely positive with the critics suggesting that, as well as tasting good, the white, rosé and red wines in cans selected were likely to prove very popular with younger consumers. “This has completely opened my eyes to the possibilities of decent red in cans,” one critic remarked.

Producto de Aldea has also bought its own filling line, which can fill 1,600 cans per hour, recognising that wine in cans offers an opportunity for business growth. After a short delay due to coronavirus restrictions on technicians’ travel, the line began operating in mid-July. 

The first two Producto de Aldea canned wine drinks to roll off the line will be an organic white wine-based sangria, Chisposa (5.5% ABV), and an alcohol-free sparkling Aldea branded white wine drink. Further labels are in development and will be added over the coming months as the company builds on its commitment to wine in cans.

“We were looking for a new packaging format to satisfy our customers’ diversifying tastes and habits,” said Manuel Gil, chief executive and winemaker at Producto de Aldea. “We also appreciate the great service and support Ardagh provides its customers, so committing to the slim special can from Ardagh was the ideal solution.”

Producto de Aldea’s key markets include younger and single-person households, especially those in premium export areas such as Asia and Sweden. The company is also targeting the international hotel, restaurant and café market, recognising that cans are particularly appealing to the on-trade as they are quickly chilled, have excellent shelf life, and reduce the potential for wastage of larger formats.

As well as the on-trade, Producto de Aldea is aiming to achieve distribution in higher-end Spanish supermarkets such as El Corte Inglés, and Froiz in Galicia.

Ardagh’s Wine Can is said to feature characteristics developed to conserve wine taste and quality throughout filling, transportation and storage lifespan. 

“The Wine Can is our response to the demand for convenient, lightweight and sustainable packaging that also provides protection for sensitive beverages like wine, and we’re proud to see Producto de Aldea embrace it so fully,” said Dirk Schwung, sales director at Ardagh Group’s European Metal Beverage business unit.

Canned wine, both in Europe and North America, is growing fast. According to Can Makers the UK market is now worth more than £3.6 million – an annual increase of 125 per cent on August 2019.

The popularity of the canned wine format follows the trend in the US, where the category has seen exponential growth in the past five years. Not only is the US market now worth more than US$69m, last year over two hundred canned wines from all over the world were shown at the first annual International Canned Wine Competition held in California.

To date, the number of UK wine producers who have explored the packaging format remains small in comparison, but this is set to grow because of the convenience, versatility and sustainability of beverage cans. It is also in part due to the fact that aluminium cans are now lined with a water-based polymer, which means you do not get any metallic taste, reported the Can Makers.


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