The Italian winery Zai Urban Winery now offers its organic wines in eye-catching beverage cans. Produced by metal packaging manufacturer Crown, the cans with six colourful designs also tell an original story.
Italy is a traditional wine market, but the wine producers at Zai Urban Winery still see great potential for innovation here. And so the winery from Verona is aiming to Introduction of 250 ml wine cans from Crown not only to tap into the burgeoning market for wine beverage cans in Italy and beyond, but also to bring stories to life.
Zai Urban Winery appeals to young consumers
The slender cans tell a story from the PET sleeve that encases them to the cardboard packaging and all communication materials a utopian story in comic style. The vision: In the year 2150, there will be no more wine. Environmental pollution has devastated the earth and only a miracle can bring back the joy of wine to those still alive. Each of the six organic wines has been assigned a different character who plays a key role in the return of wine.
The trendy designs are primarily intended to appeal to a younger audience that pays attention to sustainability when making purchasing decisions. According to Zai, metal packaging can score points here as it is 100 per cent recyclable and therefore an important part of the circular economy.
Gabriele Stringa from Zai Urban Winery: „We have developed a new way of offering wine, focussing on well-being, resource management and innovation - values that form the backbone of our sustainable production strategy. Metal packaging is key to this as it is 100 per cent recyclable. We are convinced of this, that beverage cans will be the future, as consumers are paying increasing attention to the impact of their purchasing decisions.“
„The collaboration with Zai Urban Winery was an inspiring process for all of us. Metal is undoubtedly a key component in terms of sustainability in the future and offers many practical advantages. For example, the material does not alter the flavour of the wine. The can is easy to transport and can be enjoyed in many different situations - for example on the beach, at picnics or outdoor events.“ Veronique Curulla, Director of Marketing and Business Development at Crown Bevcan Europe & Middle East
Each can is labelled with a QR code, which redirects the consumer to the winery's website. There they can call up details about the origin of the wine and read the story behind the brand. The new wine line is available in catering and retail outlets in Italy, Ireland, Germany, Bulgaria, Belgium, Denmark, the UK and Israel.
Source: Crown
