In Italy, wine purists have always frowned upon canned wine. Already very popular abroad, canned wine is trying again conquer Italian palates and return to our country with “Perledellago”, the new challenge of the Perla del Garda winery in Lonato (Brescia), led by Giovanna Prandini.
“Perledellago” is a wine made from Turbiana grapes, typical of the area and certified, although it does not fall under any official denomination due to current regulations. This innovative product aims to satisfy the needs of young consumers, offering practical and ideal solutions also for mixology.
Perla del Garda's choice to switch to canned wine represents not only a change in format but also a attempt to break traditional barriers of the world of wine in Italy, embracing contemporary trends and new market needs.
What is “Perledellago”
“Perledellago” is a white wine fermo, produced with Turbiana grapes, typical of the Lugana area, with an alcohol content of 11 degrees. Although it does not fall under any official denomination due to the can format, the wine maintains a strong and certified identity, representing an innovative choice that challenges the traditional conventions of the Italian wine market.
The Perla del Garda winery, the first in the Brescia area to offer this format, has started a production of 20 thousand 25 cl cans of “Perledellago”, aiming to reach 100 thousand pieces with the introduction of a 20 cl format for sparkling wine. This innovation responds to the growing foreign demand for canned wine and adapts to the offer of cocktails for tourists.
The company currently produces 250 thousand bottles (between Garda, Valtenesi and Lugana Doc) on 45 hectares, with a turnover of around 2 million euros, growing by 300 thousand euros in 2023.
Designed for young people
Perla del Garda's main objective with the launch of “Perledellago” is to attract younger generations of consumers. These new targets are often looking for practical and innovative solutions, especially in social contexts where ease of transport and ecological packaging become key factors in the choice of products.
“We conceived it in tribute to the "pirlo", the classic Brescia aperitif which, according to the De.Co recipe, recently approved by the Municipality of Brescia, involves the use of a still wine: in this case a product with a low alcohol content, designed for a purely young audience right from the packaging, designed and designed by my niece Alessia Prandini, with a dosage of 0,25 which is linked to the quart once consumed in taverns in a mix of tradition and contemporaneity" he explained Giovanna Prandini.
Attention to sustainability
The choice to introduce wine in cans is not just a question of format; it is also an attempt to break traditional barriers that often surround the world of wine in Italy. There sustainability is another fundamental pillar of this initiative. L'aluminum from cans is 100% recyclable, making this packaging an environmentally responsible option. Furthermore, Perla del Garda has recently obtained certification Equalites, consolidating its commitment to sustainable practices.
“The hope is that the product can be included in the Garda Doc regulations and we believe that the aluminum packaging can convey a new message of freshness, practicality and sustainability, given that the can is 100% recyclable” explained Prandini.
Canned wine in Italy: a return to the past
The introduction of canned wine in Italy represents a return to the past. In the 80s, the Giacobazz wineryi of Modena had already successfully experimented with canning wine, launching the “8 e ½” product. Despite the initial success, bureaucratic difficulties led to the cessation of this innovation.
Today, with advancing technologies and growing demand for sustainable solutions, canned wine is making a comeback. The can, initially snubbed, is gaining popularity among premium wine producers also in Europe. Although the phenomenon is not yet significant, the choices of producers show a growing interest in this format.
Wine cans require a protective internal lining to avoid direct contact with aluminum, which can be corrosive. Wines intended for cans must have low levels of sulphites, making them more natural. Not all wines are suitable for this format, so the choice must be made during winemaking using appropriate oenological techniques. Sustainability is a key point: aluminum is infinitely recyclable, with 85% of the material used coming from recycling, requiring less energy than other materials. Furthermore, cans are light, take up little space and reduce transport pollution.
According to Grand View Research, the Global canned wine market is set to grow by 13,2% from 2021 to 2028, reaching a turnover of $570 million by the end of the decade. Sparkling wines are particularly popular in this format, with North America and Asia representing the most promising markets.