The study by Bonaiuti and colleagues analyses the opportunities and barriers to the spread of cans as wine packaging in the Italian market through a survey of 600 consumers and interviews with producers who have already introduced canned wine.

The results reveal a highly segmented market. Alongside consumers still strongly attached to the bottle, a group more open to innovation emerges, defined in the study as Pioneers: generally younger, sensitive to sustainability issues, and already accustomed to alternative packaging formats. For these consumers, canned wine is valued primarily for its convenience and the possibility of consumption in informal settings. The consumption context is, in fact, crucial. Concerts, sporting events, excursions, or outdoor aperitifs are the situations in which the can is perceived as more suitable, thanks to its portability and ease of use. Conversely, in more traditional contexts, the bottle continues to be associated with quality, authenticity, and prestige. Different strategies emerge from the company perspective: some producers use the format to expand their range and improve logistical efficiency, while others focus on market niches and innovative positioning. However, cultural barriers remain significant in the Italian market, while foreign markets are generally more receptive to this format.

Overall, canned wine seems destined to develop above all as a complementary format to the bottle, capable of capturing new consumption moments and specific consumer segments.