Rexam does the "CanCan"

Rexam has been chosen by Guy Anderson Wines to help bring their new wine brand 'CanCan' to the market, using their 250ml aluminium cans.

The brand, to be officially launched at this year's International Wine Fair in London, will initially introduce an intensely fruity Sauvignon Blanc from the South West of France to be followed up by a rosé Pinot Grigio and a sparkling Prosecco, both from Italy.

Supplying their 250ml cans to Guy Anderson Wines for their introduction of CanCan is another success for Rexam in developing the wine in cans market. Rexam, who first began helping to develop the wine in cans market back in 2006, strongly believes in the potential for wine packaged in a can. Irene Martinez, Category Development Manager at Rexam says "We are constantly keeping our eye on not only what brands are doing in the market and what packaging choices they are making but, just as importantly, what consumers are choosing and how their lifestyles are changing. We are seeing a gradual increase in the number of off-trade drinking occasions. Consumers are making the choice to consume at home or on-the-go and packaging wine in cans targets these occasions perfectly with its convenient, single serve and environmental benefits."

The introduction of CanCan using Rexam cans came from meeting with Guy Anderson Wines at a trade conference last year. "We had seen Rexam present at various trade events and conferences and after talking to them about our plans instantly recognised their commitment to the wine in cans market and understood their expertise as the world's leading beverage can maker" said Howard Price, Associate Marketing Director of Guy Anderson Wines.

He went on to say "The can is a key element of the brand. Alternative packaging formats such as BIB, pouches, tetra and PET are gaining acceptance in the market, but we feel there is still more to be done to develop wine in a can. We are really benefiting from our relationship with Rexam; their expertise in the technology of production and understanding of the logistical side is really important. They have also been highly supportive in helping us develop the packaging and bringing CanCan to the market. And lastly, their insights and ideas for PR and marketing activities are also welcome and are those extra nuggets of information that help us reinforce our view that Rexam are the right supplier for us and our brand."

CanCan is a premium quality wine, created by leading French winemaker Thierry Boudinaud, which is proud to be canned. It offers a great wine drinking experience and a smart, distinctive design along with the benefits of the can. 2009 looks set for further developments and success in the wine in cans market. The can is single serve and ideal for on-the-go consumption, easy to store, 100% infinitely recyclable and offering 360° branding.