Tom's blog

Just can it

I was going through a lot of alcoholic beverages in the can — not on the toilet, silly! — and trying to understand the drift from bottles to aluminum. Since I’m not a millennial, there probably is no hope I will understand the pleasure of wrapping my lips around a can.

At first, the alternative to a bottle was a 3-liter box that seem to satisfy a party host. Then came the cans. Once a container for cheap wine, the can was slowly adopted by major producers who felt they were missing the younger crowd. I don’t think we’ll ever see Chateau Lafite-Rothschild in a can, mostly because millennials aren’t buying it. Decoy, on the other hand, is putting some decent wine in a can and they are part of the elite Duckhorn portfolio.

I did, however, cross over to hard seltzers after my millennial nephew came to my house looking for White Claw. . Also called spiked seltzer, these canned drinks add alcohol from fermented sugar cane or malted barley to flavored sparkling water. Consumers like them because they don’t have the same high carbs as beer, although the alcohol content (calories) is about the same.  They come in a rainbow of exotic flavors to keep you interested, but we find them to be a lot of bubbles but not much flavor. It reminded us of Bartles & Jaymes, those canned concoctions that rocked the market in the mid 1980s. When the feds raised excise taxes on alcohol, Gallo dropped the alcohol in Bartles & Jaymes and consumers lost interest. But, they are back on the market with fermented grape juice.

But they have tons of competition. Even Budweiser and Corona are making hard seltzers because they are seeing millennials moving from craft beers to seltzers.

I’ll be writing more about this in a future column. Tonight, though, my lips will be a GLASS of wine from a GLASS bottle.