Gatão adopts Ardagh’s Wine Can
Portuguese wine brand Gatão is packaging its Vinho Branco in a can for the first time, using Ardagh’s Wine Can.
The Wine Can is designed to protect the taste of wine while offering portability, convenience and sustainability.
The first run of Gatão’s ‘can with the cat’ has exceeded sales expectations.
Gatão is adopting Ardagh’s Wine Can, creating a fresh image and appealing to younger consumers, whilst meeting this year’s surge in outdoor socialising.
Gatão’s Vinho Branco is a young white wine characterised by notes of lemon, passion fruit and pineapple, with a moderate alcohol content and easy-drinking style. The 250ml aluminium can has a contemporary design by Atelier Rita Rivotti, which is light, and quick to chill, and easy to open and hold.
It’s also a highly sustainable packaging choice: a 250ml can accounts for less than 5% of total product weight, increasing the volume of wine a truck can carry, which in turn lowers overall transport costs.
Ana Montenegro, communication and public relations manager at Sociedade dos Vinhos Borges, said: “In partnership with Ardagh, we’ve been rigorously testing for over a year to make sure our famous wine retains its perfect freshness and character in the Wine Can, and we are delighted with the result. It’s an evolution we are very proud of.”
Dirk Schwung, sales director at Ardagh Metal Beverage Europe, said: “It’s great to see a market leader, with a long and famous tradition in wine, choose to expand into cans. The fantastic success of Gatão’s sell-out trial run shows how ready the market is, particularly at the younger end, for new and creative ways to enjoy drinking occasions with friends – especially with the rise in outdoor consumption.”
The cans will be sold in supermarkets and across the hotel, restaurant and café trade throughout Portugal, expanding shortly into Brazil, the United States, Spain, Canada and Cyprus, as well as the other 70 markets where Gatão continues to be a Portuguese ambassador to the world.