Can We All Shift To Canned Wine? Can We?

Published 24/11/2022
By: xxx Published: d/m/Y

Djuce is not your regular wine brand. Besides delivering well-produced and small-scale wine in cans, of course, the idea behind Djuce is to create new kinds of wine experiences, for a brand new kind of wine drinker and wine environment. The first step was the most obvious, change how the wine is packaged and presented as well as delivered and sold. The next step is a little bit less orthodox. 

This might be a trick question, but what does canned wine taste like?

The short answer is: just like wine. Just as in a bottle, if you put shitty wine in you’ll have a shitty experience, if you on other hand put lip-smacking wine in you’ll experience bliss. To make it a bit more technical, the wine is protected from aluminum by a microscopically thin liner, that’s why you’ll never taste anything of the can in the wine.

Why do you think people are so conservative when it comes to wine? Is the glass bottle really THAT important to the actual wine?

For the few % of wines that need aging, it’s absolutely essential. For the +95% of all wines that are consumed weeks if not days from purchase, there is no practical reason to keep the bottle. With that said the bottle brings a lot of heritage and culture that people cherish and that we are also big fans of. We’d like to think that there is a place for both in all types of settings and drinking occasions. 

By exchanging the bottle for cans we reduce the carbon footprint by 79%

Canned wines are prominent in cities like New York, Is the European market ready for canned wine?

For us, it’s about creating this world where everything from the art on our cans, the vibe at the place where Djuce is served to the quality and taste of the actual wine needs comes together and creates a great experience. We believe that wine is an amazing drink and could be enjoyed in so many places where people today go for a cocktail, craft beer, or worst case, hard seltzer. 

You work with a well-selected few wineries, how do you find your small-produced winemakers? Are they all positive to have it canned instead of bottled?

Surprisingly enough, the winemakers have been very positive from the start. Of course, we have had a few that have said no and that most likely will never consider an alternative to the glass bottle. Our sourcing is led by Co-Founder Pontus Lindqvist together with a team of Michelin star sommeliers. In the beginning, it was really about asking the people closest to the team, but now we are getting requests every week from winemakers who’d like to collaborate with us. 

Your cans really stand out, with their aluminum finish and specialized artwork, was it a given way to go for you, or did Djuce have a beta look before finding your expression? 

The idea of the can be a canvas for progressive art/artists has been with us from the start. The unapologetically aluminum look came after two beta rounds where the label had a solid color covering the can. Our Co-Founder Victor Köhler’s design idea was to celebrate the material rather than hide it which drink brands do.

Djuce White Frizzante
Djuce Zweigelt Red Wine
Djuce Marsanne White Wine

If you met a canned wine doubter in the wine alley at your local liquor store who stood to choose between a bottle of wine and a six-pack of canned wine, how would you pitch Djuce to her? 

The first USP would be: In a traditional bottle of wine of 75 cl, you get one type of wine. 75 cl of Djuce can be one can of orange wine, one sparkling wine, and one full-bodied red wine. The second: There are a million places where the can is so much more fun due to the format (on the dance floor, in the kayak, on a mountain top to name a few). Okay, and the third: The smaller format makes for a drink-less but drink-better experience that is perfect for Tuesday night for example. Or any other night where you just want a one glass of wine-experience. And last but not least. By exchanging the bottle for cans we reduce the carbon footprint by 79%. 

What’s on the agenda for Djuce 2023?

We will continue to build out the Djuce world and create new wine experiences for people in Europe but also take the step across the Atlantic with products both on the east and west coast in the US and in Canada.

Published 24/11/2022

Fanny Ekstrand is a writer, creative consultant and founder of Hobnob. She says she is the master of vintage shopping and knows all the pasta dishes in the world.

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