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%).