The company is presenting its latest innovation at Wine Paris & Vinexpo Paris 2023 in the hope of attracting international buyers following its success in France.

Encierro, a blend of Grenache Noir, Grenache Blanc and Muscat, is sold in a 100% recycled can with the slogan “The joy of drinking differently”. The rosé, produced by a cooperative made up of 95 winemakers from the Rhône Valley covering nearly 1,000 hectares, has a reduced alcohol volume of 9.5 percent and undergoes gasification before being canned. The product is targeted at younger generations who are increasingly conscious about social and environmental issues and being marketed as an alternative to beer. Each can has a vibrant design with graphics and icons printed on the back explaining its contents and tastes, a refreshing mixture of strawberries, pairs, orange and lemon. Speaking at the trade show, Sales Assistant Iris Menteyne said: “This innovative product is 100% sparkling, 100% festive and 100% recyclable, which makes it the perfect drink for young people to enjoy at a picnic or football game.”  The cans are already available in supermarkets, wine cellars and fast food restaurants across France and the company is now looking to expand internationally. The cans’ label also highlights that they do not contain any added sugar, only natural sugars from the fruit. This is another criteria, along with the reduced alcohol content, which will appeal to younger generations who are increasingly health conscious.

Hall 4 / Stand B-240