Ehrmanns Wines has launched its Beefsteak Club Mendoza Malbec wine in 250ml cans.
The can format is seen as being easier to recycle, which is particularly appropriate for the Beefsteak Club brand as it appeals to younger drinkers, particularly the under 28s, reports the company.
The 250ml cans are also more compact and 43% lighter than the equivalent glass bottle, lowering fuel consumption and carbon footprint along the supply chain. In addition to the green benefits, the cans also give full protection from light and oxygen, helping to preserve the fruit flavours of the wine.
The launch will be supported by a social media campaign with the younger demographic in mind. Competitions in the pipeline include the creative ‘Cans’ Film Festival, where fans of the brand will have the opportunity to create short films to win a case.
The cans have an rrp of £2.99 and are available through Spar and, in the London area, through Imperial Cash & Carry.
Susannah Taylor, marketing manager at Ehrmanns, said: “Cans are a liberating and unpretentious format, which we feel is the perfect fit for Beefsteak Club.
“They are also ideal for this period where friends and family are being encouraged to meet outdoors. Light weight small serves are great for enjoying by the barbecue, at a picnic, or for taking to the beach. Malbec can benefit from light chilling on a hot summer’s day, and cans make this easy.”