Waitrose – Vin Tins!

Waitrose is launching a private brand wine in a can, just in time for picnic season. Beginning Monday, June 25th, an organic rosé, and Shiraz sourced by Robert Eden of Chateau Maris, will be available in a recyclable 250ml cans – the equivalent to one large glass. Lighter to transport than glass bottles, these new cans provide a robust and easily recyclable option for wine lovers on the go.

Victoria Mason, the Waitrose wine buyer, says, ‘We’re really excited to bring back the trend of wine in a can. Following the success of small bottles at Waitrose last year, with sales increasing by 10%, we know our customers are looking for convenient and environmentally-friendly packaging options for wine. Wine in a can is growing at a rapid rate in the US, and it’s only a matter of time before this catches on in the UK.’

‘As festival season approaches, these new cans are perfect to pack in a picnic and have the benefit of being recyclable too. We’ve worked with Chateau Maris, who are known for their environmentally sustainable work, to ensure we have excellent quality, organic wine in a can format for our shoppers.’

Organic wines sales are up 36% year on year at Waitrose. With the launch of these new cans, Waitrose now has 52 organic wines in the private brand range, from 15 different regions and across many different formats including 75cl bottles, 2.25l boxed wine, and small bottles.

The Maris Organic Shiraz and Maris Organic Rosé are available in 138 Waitrose stores, priced at £3.49 each. The Rosé is a blend of Syrah (60%), Cinsault (10%) and Grenache (30%).

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.