Summer activities beg refreshment, but choices are limited. Do you go hiking with a bottle of wine? How about the ingredients for a mojito? Of course you don’t. The latter may never come within reach—despite the barrage of canned cocktails that never really catch on—but canned wine is indeed a thing. And there’s an exciting new option coming this summer featuring the trendiest warm-weather wine going.
In 2013, wine-in-a-can had something of a moment as Union Wine’s Underwood cans flew across the social media platforms in a flurry of unforgivable puns (wine not?).
Underwood’s success came thanks not only in part to thigh-slapping at the novelty of a 12-ounce can of Pinot—which is half a bottle if anyone’s counting—but also to its fulfilling a concept popularized on the show “It’s Always Sunny in Philadelphia.”
Of course, however, Underwood wasn’t the first company to can wine: Francis Ford Coppola’s “Sofia” wine cans caused a minor stir in 2004 and a winery in Australia was probably the first to do so back in the ’90s. But since these entrants came before social media, they couldn’t take advantage of canned wine’s natural social media magnetism.
Although it’s still unclear whether Underwood’s initial bump will translate into anything mainstream, other canned wine companies have popped up—including a new one capitalizing on the rosé craze.
The Drop, the 2015 California Dry rosé (11% A.B.V.) will be sold in four-packs of 250-milliliter cans and marketed to (surprise!) millennials for activities that are traditionally restricted to beer. For its initial production, at least, it’ll be sold in the New York metropolitan area and the Hamptons for $19.99.
Mainstream appeal for canned wine doesn’t seem probable, given that adult juice boxes solved the problems of portable consumption long ago. This means that the chief selling points will have to be packaging and branding, unless the canned wine itself somehow proves to be truly head and shoulders above the competition taste-wise.
But this isn’t just canned wine, it’s canned rosé, the undisputed queen of the summer terrace. The Drop therefore has a better shot at muscling aside an IPA than the last canned rosé, which launched to good reviews, but before the trend hit. Still, no matter what happens, who can’t get excited about the possibility of a better selection of canned wine?