Ironstone Vineyards is joining the canned-wines movement, rolling out its popular Obsession Symphony White and Red Blend wines, and the winery’s first Rosé, in fun, eye-
catching 3.75 ml cans.
“We would only explore cans if we could ‘raise the level of the can experience’ with high-quality wine inside, both to satisfy our current Obsession fans and to encourage those trying Obsession wines for the first time via cans to become repeat customers of both the cans and bottles,” said Joan Kautz who owns the winery along with her brothers and her parents (long-time fruit and grape-growers who founded Ironstone Vineyards in 1990).
In an effort to visibly demonstrate the winery’s commitment to quality, Obsession Cans are ‘vintage dated” on the bottom, with the date they were filled. “We’re expressing our confidence that there is freshness and quality in the can, so much so that once the novelty of buying wine in cans wears off, consumers will continue to purchase these wines because they are consistently great-tasting,” Joan explains.
The graphics on the cans are reminiscent of 1970’s “circle” designs; a bit retro and very appealing. Dennis Kreps, who with his father, Stephen D. Kreps, owns Quintessential, the
marketing and sales company that represents the Ironstone and Obsession wines, applauds
Ironstone’s first wines in cans.
“We believe that the Kautz family has made great decisions in the creation of Obsession Cans. It’s the right wines, with their taste characteristics and already-established ‘fun’ image, and the right packaging, with the freshness date on the bottom and distinctive graphics. Obsession Cans will be especially attractive to younger wine enthusiasts who are open to looking beyond traditional glass bottles and trying wines in containers that easily fit into their active lifestyles.”