“Want some delicious wine in a can?” Graham Veysey called out, waving small cups at passersby. They were filled with sparkling wine that he’d poured from a can. This was possibly the most surprising beverage to be found at San Francisco’s Winter Fancy Food Show, a convention showcasing new food products from around the globe. Around 20,000 food industry experts attended, many stopping to swill at Veysey’s stand.
Meet Mancan Wine, the drink you never knew you wanted.
Launched in October 2015, it’s available in three varieties. You can pick from red, white, and ‘fizz,’ which is basically sparkling white wine. There’s a picture of Veysey’s Ohio City Terrier, Gracey, on every single can.
This might sound like a novelty product, one with a short shelf life that will go the way of caffeine toothpaste and bacon-flavored candy canes. But there’s actually some quality control behind this canned creation. All grapes are harvested in California, a large number from Sonoma vineyards, yes, wine country Sonoma. So vino snobs can’t complain.
It costs $77 for a 24-pack, and one can is equal to about half a bottle, with 12.5% ABV. That works out to $6.40 for the equivalent of a bottle of wine.
Mancan wine is currently stocked in 70 locations. “The idea is to put wine in an easy-to-use-package,” Veysey told The Hustle. He explained that the idea for canned wine stemmed from a night he spent drinking at a bar that only served beer. He fancied something lighter. They had the fridge space, he noted, so why not offer wine… canned wine?
For most people that would be a drunk lightbulb idea that never goes anywhere, but Veysey’s not your average dude. He runs a media production company, and his wife, Marika Shioiri-Clark, is an architectural designer. Their wedding was covered by Vogue. Basically, they know how to get their sh*t together.
The first problem to solve was whether putting wine in a can would alter the quality. The surprising find here was that – apparently – a can actually improves the taste of wine. This is because the can structure lets in zero UV light (compared to a wine bottle), which keeps the wine stable.
This could end up being big business. Remember, one in a 100 dollars is spent on alcohol in America and the U.S. wine industry made $37.6 billion in revenue in 2015. Despite wine being perceived as a “female drink”, studies show that the gender split is actually 55% female, 45% male. That’s a big market opportunity.
Add to that the rise of ‘cute men drinking wine’ blogs, and you can see why a dude might turn to Mancan for a buzz.
It’s clearly targeting XY chromosomes, but Veysey wouldn’t confirm that it’s a drink for bros. “It’s for anyone!” he smiled.
That remains to be seen.
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