But the brand — one of the first to adopt the three-liter box package – is keeping the box.
Why add cans to the packaging mix? Cans guarantee fresh wine and cater to the grab-and-go lifestyle of active wine consumers, making them perfect for beachside picnics, tailgates or venues where glass may not be desirable, like stadiums or pool-side. They also are accessible, affordable and recyclable – helping to reduce waste.
One in five consumers have tried canned wine and sales have sharply increased from just under $2 million in 2012 to more than $26 million in 2016, according to Nielsen.
Just like other House Wine varietals, the new House Wine Rosé will be available in the standard 750 mL bottles and in the three-liter box offering. Rosé is surging, experiencing 50 percent growth in the table wine category over the previous year, according to Nielsen data.
“House Wine is an icon. It’s everyone’s wine,” Precept Wine Chief Sales and Marketing Officer Alex Evans said. “It’s a disruptor by nature and allows consumers to enjoy great value wines on their terms.” Retail: $5.49 a can.