Outdoor drinking is as American as apple pie.
That may explain why Trader Joe’s, which has plenty of cheap wines to choose from, cannot keep its new sparking wine cans, Simpler Wines, in stock. The 4-pack, which retails for $US3.99, equates to a standard 750-ml bottle of wine, making it a steal for summer drinking.
After Trader Joe’s introduced the budget-friendly wine cans at the end of April, the inventory quickly sold out. But good news if you’re planning to drink outside soon (July 4th anybody?): The cans are finally back in stock, if only on a limited basis.
We called the Trader Joe’s Wine Shop in New York City to find out if we could reserve a 4-pack, but the latest shipment was already sold out. The store is getting about 10 cases delivered on most days — five of the white and five of the rosé — and each case contains 12 of the 4-packs.
If you want to get your hands on the cans, expect to make an early morning visit to your local store. Although associates will typically set aside wine for you if you call in advance, these cans are being sold on a first-come, first-serve basis. It’s still worth calling to make sure they’re in stock though, since these wines will probably continue to sell out quickly.
Canned wine sales across all brands have increased rapidly in recent years, growing from under $US2 million in 2012 to nearly $US15 million in 2016. While that represents less than 1% of the wine market, that percentage is likely to continue to grow.
Part of the reason may be the portability of single-serve wine cans. Convenience is key when drinking outdoors — from beach days to barbecues and rooftop parties, 90% of Americans imbibe outside during the summer, according to data from Nielsen. The same research found that, among millennial women, rosé is the summer drink of choice, but lugging a bottle of wine around isn’t always practical.
Social media may play a role in getting the word out about canned wine. The Nielsen report found that 42% of millennials like to post photos of what they’re drinking to social media, and 45% are influenced by social media when choosing what to drink.
If you’re curious about the canned wine trend, now could be a good time to test it out on the cheap.
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