Rexam produces wine cans for Russian distributor

The Elsa brand, a semi-sweet white Liebfrauenmilch, is the first wine in a can to be launched by the distributor, and will be followed by semi-sparkling Lambrusco red and white wines from Italy. Elsa was previously sold in 750ml glass bottles.

Rexam is producing the cans, which feature a matt varnish, at its Recklinghausen plant in Germany.

Marine Express chief executive Andrey Kuzmin said Russian consumers still preferred traditional cork closures to screw caps on wine bottles, but thought the firm could “demonstrate the clear benefits of packaging wine in a can”, including convenience.

The launch of the wine will be supported by advertisements in underground stations and the internet, as well as point-of-sale promotions. The target market is mainly women aged 25 to 35.

Last month, Rexam announced it was closing its Dmitrov can and can-end production plant near Moscow. Click here for the full story.

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