The evidence / Research library
REASONS
TO BELIEVE.
The opportunity deserves more than a headline. Here are the sources behind the market story, the visual-design thinking and the technical questions.
Market reports, published expert perspectives and packaging research behind the proposition. Each source is followed by our interpretation of its relevance to PETCANWINE®; product-specific reviews are identified alongside category research.
← Back to the proposition01University of Florence · Wine Economics and Policy · 2025
Wine in Can: Market Potential and Consumer Interest in Different Age Groups in Tuscany
A survey of more than 500 wine consumers found openness to canned wine, especially among younger respondents and for informal, outdoor occasions.
Our interpretation. The Tuscany survey points to a practical opportunity: bring wine into informal and outdoor occasions with a convenient single serve. We see PETCANWINE® as a way to combine that portability with a visible product.
Read the original source ↗Barcelona Wine Week / IO Investigación & Alimarket · 2026
How Spanish consumers drink wine
A 1,600-interview study connects younger adult wine consumers with freshness, lightness, convenience and informal consumption. It reports interest in cans and small bottles.
Our interpretation. The Spanish consumer findings align with our direction: freshness, lighter occasions and convenient formats. Our interpretation is that a transparent can can make those qualities easier to communicate at first glance.
Read the original source ↗IWSR · 2026
Six key drivers shaping beverage alcohol
Selective consumption, discovery, convenience and flavour shape the opportunity. Gen Z participation in drinking was stable in September 2025 versus the previous year and above 2023.
Our interpretation. The wider beverage trends suggest designing around discovery, flavour and convenience. We use that direction to position PETCANWINE® around new wine occasions, with wine-specific demand assessed in each target market.
Read the original source ↗Wine Australia · Market Bulletin 349 · 2025
Generational change in Australian wine occasions
Wine appeared in 35% of Gen Z’s last recorded drinking occasions in FY2025, compared with 29% in FY2021. The market story is more nuanced than universal decline.
Our interpretation. The Australian occasion data shows that younger adult consumers can still choose wine. For us, the opportunity is to make wine relevant to their occasions through accessible presentation and a portable format.
Read the original source ↗Texas Tech University · Wine Marketing Institute · historical research using 2018 data
Growth of the Wine-in-a-Can Market
Convenience, portion flexibility and additional consumption occasions emerge as central benefits. The report encourages thinking beyond a single age group.
Our interpretation. This historical US research helps explain the enduring appeal of cans: flexible portions, portability and more occasions. Those benefits remain central to our proposition, alongside the newer retail-growth figures below.
Read the original source ↗Cornell University · 2024
What is behind canned wine’s rotten-egg smell?
Cans offer portability and an effective oxygen barrier when properly filled and sealed. The research also shows why wine chemistry and package compatibility matter: sulphur dioxide can interact with some aluminium can systems to form hydrogen sulphide.
Our interpretation. This research highlights why the wine-and-pack combination deserves careful design. PETCANWINE® replaces the lined aluminium body with protected PET; we assess the wine, aluminium closure and filling conditions together.
Read the original source ↗Morrot, Brochet & Dubourdieu · Brain and Language · 2001
The Color of Odors
In a study of 54 oenology students, colour changed how the smell of wine was described. Seeing wine can influence expectations and interpretation.
Our interpretation. The study shows that visible colour can shape the way wine is perceived. Our interpretation is straightforward: let the wine’s own colour be part of the experience, from the first look to the first sip.
Read the original source ↗Simmonds, Woods & Spence · Food Quality and Preference · 2018
Show me the goods
Experiments with 119 UK adults found that transparent windows could improve expected freshness, quality and purchase intention compared with product imagery or opaque packaging. Effects varied by food category.
Our interpretation. The food-packaging experiments offer a useful design direction: seeing the actual product can strengthen expectations of freshness and quality. We apply that idea to wine visibility and evaluate its appeal with the intended consumers.
Read the original source ↗Foods · 2025
Transparent Packaging for Tea
Three experiments in China connect transparent tea packaging with greater trust and purchase intention. This provides a useful direction for investigating beverage visibility beyond wine.
Our interpretation. The tea experiments support exploring transparency as a signal of trust in beverages. For PETCANWINE®, this opens a direction beyond wine, with each recipe’s protection needs assessed separately.
Read the original source ↗Berlinet, Brat & Ducruet · CIRAD / Packaging Technology and Science · 2008
Quality of orange juice in barrier packaging
Orange-juice research links vitamin C loss to oxygen permeability and highlights the role of the closure in aroma retention. Barrier design must consider the entire package.
Our interpretation. The orange-juice findings reinforce a whole-pack approach to protection. We take oxygen ingress, aroma retention and closure performance into account when developing PETCANWINE® for sensitive beverages.
Read the original source ↗Jancis Robinson · 2021
The glass may not be greener
Robinson argues for taking alternative packages seriously for wines consumed soon after purchase. Her discussion includes recycled PET bottles, convenience and the complexity of recycling.
Our interpretation. This editorial perspective makes a case for formats suited to wines enjoyed relatively soon after purchase. That fits our focus on convenient wine occasions and a defined drinking window, with recycling considered for each market.
Read the original sourceAndrew Jefford · Decanter · 8 January 2018
Trouble with bottles
Jefford values the aesthetics, stackability and practicality of Garçon’s PET bottle. He also discusses plastic waste and the need for oxygen-scavenging technology; Barry Dick MW cautions against using that bottle for ageing wine.
Our interpretation. Jefford’s discussion of another PET bottle brings together design, practicality and active oxygen protection. We see the same combination as central to PETCANWINE®: an appealing format supported by a protected material blend.
Read the original sourceRobert Joseph · Association de la Sommellerie Internationale · 14 April 2021
On innovation: alternative packaging
Joseph welcomes the quality of wines appearing in cans and boxes and argues that packaging can respond to different consumer occasions and preferences.
Our interpretation. Joseph’s perspective supports the idea that quality wine can reach consumers in alternative formats. Our interpretation is that packaging should fit the occasion while letting the wine and its identity lead.
Read the original sourceSamantha Cole-Johnson · GuildSomm · 8 September 2023
Understanding Alternative Wine Packaging
The trade article explains how alternative packs can contain quality wine when beverage chemistry, filling, temperature and the intended drinking window are managed. It distinguishes PET oxygen barriers from the compatibility questions in aluminium cans.
Our interpretation. The article reinforces the importance of matching beverage chemistry, filling and storage to the pack. That is the development approach behind PETCANWINE®: agree the full configuration and intended drinking window for each project.
Read the original sourceSheehan and colleagues · American Journal of Enology and Viticulture · 2024
Hydrogen Sulfide Formation in Canned Wines: Variation Among Can Sources
Cornell’s packaging research examines how can sources and internal liner systems affect hydrogen sulphide formation. The accompanying Cornell explanation identifies interactions between molecular SO₂ and aluminium as a route to off-aromas in some configurations.
Our interpretation. The differences between aluminium can systems show the value of selecting and testing the complete package. For PETCANWINE®, the protected PET body is part of that design choice, with closure compatibility assessed alongside it.
Read the original sourceUSA · NielsenIQ · 52 weeks ending 12 July 2025
Canned wine: recent US retail growth
NielsenIQ reports 27.1% year-on-year growth in canned-wine retail sales value across its tracked US off-premise channels for the 52 weeks ending 12 July 2025. The figure appears on slide 17 of its 2025 beverage alcohol presentation.
Our interpretation. The 27.1% increase in sales value across NIQ’s tracked US retail channels shows commercial momentum for the canned-wine category. We see this as a reason to explore a distinctive transparent offer within that category.
Read the original sourceUK · Waitrose / John Lewis Partnership · 28 May 2026
Canned sparkling and rosé sales growth
Waitrose reports canned sparkling-wine sales up 70% and canned rosé sales up 23% versus the preceding year. Its communication connects canned wine with higher-quality, vintage-dated and provenance-led products.
Our interpretation. Waitrose’s reported growth suggests room for premium sparkling and rosé wines in cans. For us, it supports bringing wine identity, provenance and presentation into a convenient format; these figures describe Waitrose’s own sales.
Read the original sourceUSA · Moët & Chandon · US Open 2026
The Moët Serve: premium wine in a new serve format
Moët & Chandon’s official communication presents Ice Impérial with fresh lime sealed in a can inspired by a tennis-ball canister. The Maison describes an on-the-go serve at the US Open and selected venues. Drinks Digest identifies the package as clear PET.
Our interpretation. This independent premium example shows how a recognised wine house can bring a new serve format into a high-profile occasion. We see a useful positioning precedent for visible, portable wine. The clear-PET format is also described in Drinks Digest’s report.
Read the original sourceEric Boschman · Published wine review
Rosé by HOLA in a transparent PET can
Boschman discusses the visibility of rosé colour and reports that the PET-can format does not harm the wine’s sensory qualities. He names Rosé by HOLA in the review.
Our interpretation. Boschman’s tasting observation about Rosé by HOLA connects visible rosé colour with a positive sensory experience in this PET-can format. For us, it is a concrete product example that complements the broader packaging research.
Read the original sourceCornell CALS · June 2025
BPA-NI does not specify one liner chemistry
Cornell documents a case where suitable epoxy and unsuitable acrylic liners were both described as BPA-NI, Gen II and Hard-to-Hold. The acrylic version generated substantially more hydrogen sulphide under the accelerated conditions tested.
Our interpretation. The Cornell case highlights the importance of precise material specifications. Our approach is to assess the actual formulation and the wine’s compatibility, including the aluminium closure, rather than relying on a general liner label.
Read the original sourceEuropean Union · Consolidated text, 23 February 2026
Food-contact BPA restrictions: Regulation (EU) 2024/3190
The regulation restricts BPA and specified hazardous bisphenols in food-contact materials. The current text includes exceptions and transitional arrangements and incorporates Regulation (EU) 2026/250.
Our interpretation. The European regulation makes material documentation and food-contact compliance an essential part of packaging development. We treat compliance and wine compatibility as complementary requirements when selecting the full PETCANWINE® configuration.
Read the original sourceFood chemistry · Review and rosé packaging research
Wine oxidation and the role of storage protection
Research connects oxygen exposure, sulphite evolution, storage temperature and light with changes in wine aroma and colour. Dissolved and headspace oxygen at filling and later oxygen ingress influence the wine’s evolution.
Our interpretation. This research supports managing oxygen, light and storage as one protection system. Our qualitative lifecycle diagram explains that reasoning; project-specific shelf life is assessed with the selected wine, filling and storage conditions.
Read the original sourceCharles Spence · Sensory research · 2020
Visual appearance and wine perception
Wine psychology research shows that colour influences aroma and flavour descriptions, including in experienced tasters. This supports using visible colour as part of the product’s first impression.
Our interpretation. The sensory research supports making the wine’s colour part of the first impression. Our interpretation is that visibility adds a meaningful cue to discovery and anticipation, alongside the aroma and flavour experienced when tasting.
Read the original sourceFood Research International · 2015
Active PET and rosé aroma evolution
The study investigates rosé stored in PET incorporating different oxygen-scavenger concentrations, comparing aroma evolution with glass. Results illustrate why the active material formulation matters.
Our interpretation. The rosé research shows why the concentration and formulation of active PET matter. It supports our focus on an oxygen-scavenger-and-barrier blend, with performance assessed for the actual PETCANWINE® pack and selected wine.
Read the original sourceWhat the evidence means for PETCANWINE®
VISIBLE POTENTIAL.
VERIFIABLE PERFORMANCE.
Market opportunity
Convenience, portion flexibility and new occasions are reasons to explore a canned format. Younger adults are one audience, not the entire strategy.
Design opportunity
Seeing a product can influence expectations and trust. We use colour and clarity as part of the first impression and assess their appeal with the intended audience.
Technical validation
Shelf life, oxygen and light protection, pressure compatibility and environmental performance need evidence for the actual configuration.
