Open

Coming up

Don't miss

Replay


LATEST SHOWS

AFRICA NEWS

Central African Republic: Brazzaville peace talks suspended

Read more

ENCORE!

High-tech acting king Andy Serkis on Dawn of the Planet of the Apes

Read more

REPORTERS

Hong Kong in rebellion against the 'motherland'

Read more

TALKING EUROPE

Dalia Grybauskaite, President of the Republic of Lithuania

Read more

MIDDLE EAST MATTERS

Gaza: children caught up in the conflict

Read more

IN THE PAPERS

Was the UN chief’s speech in Tel Aviv really a 'shameful message'?

Read more

IN THE PAPERS

France concerned about anti-Semitism

Read more

WEB NEWS

Online movement demands peace in Gaza

Read more

BUSINESS DAILY

Apple aims to satisfy China's hunger for smartphones

Read more

  • UN human rights chief blasts Israel-Gaza ‘war crimes’

    Read more

  • Gaza protests: ‘France imported the Mideast conflict a long time ago’

    Read more

  • Bomb attacks kill ‘scores’ in north Nigeria

    Read more

  • Poland’s Rafal Majka wins 17th stage of Tour de France

    Read more

  • Remains of Flight MH17 victims arrive in the Netherlands

    Read more

  • Two Ukrainian fighter jets shot down over rebel-held territory

    Read more

  • TransAsia Airways Taiwan crash leaves dozens dead

    Read more

  • Video: Fear, death and mourning in Gaza’s Khan Younis

    Read more

  • Young riders raise French hopes for Tour de France

    Read more

  • Defying UK, France to proceed with warships sale to Russia

    Read more

  • Kerry arrives in Israel to push for Gaza ceasefire

    Read more

  • US courts issue conflicting reports on Obamacare

    Read more

  • Video: Lebanon fears fallout from regional turmoil

    Read more

  • Widodo wins Indonesian presidential election

    Read more

France

Will France embrace ‘quality’ wine in a can?

Text by FRANCE 24

Latest update : 2013-06-11

Canned wine has been proven to work in markets like Japan and Germany. A French start-up wants to replicate this success in France, a country where tinned wine is virtually unheard-of, in a bid to "democratise the sale of quality wine".

Purists will wince. A French start-up hopes to revolutionise wine consumption in France by selling produce from quality-assured vineyards – in tin cans.

The 187ml cans (a quarter of the volume of a traditional bottle) of red, white and rosé “Winestar” come with a recommended retail value of 2.50 euros.

Fabulous Brands, the company behind “Winestar”, hopes that by selling only AOC [Appelation d’Origine Controlée, or Controlled Designation of Origin] they will create a market that barely exists in France.

Nespresso of wine?

“We want to become the Nespresso of wine,” Fabulous Brands founder Cédric Segal told French daily Le Figaro on Monday, referring to the popular coffee machines that have acquired a degree of ubiquity in France. “We want to democratise the sale of quality wine.”

While tinned wine is nothing new – there is a roaring trade of canned Australian wine in Japan, while in Germany some 60 million units are sold every year – this is a daring departure in France.

Only a tiny fraction of French wine (less than 1 percent of the domestic market) is currently sold in tins. None of these products carry the prestigious AOC label.

Wines are only designated AOC – a label that is internationally-recognised – if they are conform to the most rigorous standards.

Targetting young consumers

Segal hopes this quality assurance will convince domestic consumers, and especially the young, to move away from the convenience of beer and spirits, which have been eroding wine consumption in France.

Fabulous Brands is betting that that sales of “Winestar”, which is currently available in a limited number of specialist outlets, will grow exponentially as the product is taken on by national supermarket chains and, they hope, the lucrative railway, airline and work canteen markets.

Later this year, they plan to grow their range from the current Château de l’Ille from the Corbières AOC in south-western France to include wines from famous regions of Burgundy, Bordeaux and the Côtes du Rhône.

Wine marketing specialist Galatée Faiver said she was not convinced the French would turn wholesale away from their traditional corked bottles.

“French wine will continue to be dominated by two types of container – glass bottles for quality and wine boxes [normally containing a three-litre plastic bag] for bulk sales,” she told Europe 1 radio.

“Cans may work in some cases, such as for picnics or in train buffet cars, but mostly this is just a gimmick. Also, the cans do give the wine a vaguely metallic flavour.”

Date created : 2013-06-10

  • CHINA

    Europe's vintage wines grapple with Chinese fakes

    Read more

  • EU-CHINA

    Angered by EU solar duties, China probes wine imports

    Read more

  • FRANCE

    French presidential wines go in 'austerity' auction

    Read more

COMMENT(S)