In a bold move that challenges traditional wine packaging conventions, WCellar has unveiled an innovative premium canned wine range that promises to revolutionise how South Africans enjoy their favourite vintages.
The WCellar collection, available exclusively at Woolworths, represents a significant step in the company’s mission to combine convenience with uncompromising quality. The WCellar launch is relevant in the wine industry, with canned wine sales projected to experience double-digit growth over the next decade. Rather than following market trends, WCellar has positioned itself as an industry pioneer, having introduced its first canned wines nearly three years ago.
“We have a deeply embedded mindset of innovation at Woolies and WCellar, so we’re always analysing trends and looking for new ideas that our customers will love,” WCellar category manager Ian Wilson says. “We’ve noticed for several years that there’s been a definite shift in customer behaviour towards convenience across all categories.”
What sets this launch apart is WCellar’s strategic collaboration with some of South Africa’s most prestigious wine cellars. The new range, featuring six carefully selected varietals from renowned producers, comprises Diemersdal Sauvignon Blanc, Kleine Zalze Chenin Blanc, De Wetshof Limestone Hill Chardonnay, Haute Cabriere Tranquille Blush, Beyerskloof Pinotage and Ken Forrester SGM. “The suppliers we chose to work with on this product have all been long-term partners of Woolworths, with shared values, a commitment to quality and a track record of innovation,” Ian says. “For this project, we needed to partner with producers who are acknowledged leaders in each of their respective cultivars. We want customers to immediately trust the wine, despite it being in a different packaging format.”
One of the biggest challenges facing the canned wine category has been the perception that alternative packaging equals inferior quality. WCellar’s strategy addresses this misconception by maintaining premium quality while offering enhanced convenience. “One of the fundamental goals of this range is to dispel the notion that canned wine is not good quality,” Ian says. He draws parallels to their successful transformation with another category. “We had a similar objective a few years ago when we launched our exclusive two-litre boxed wine range. I believe that launch fundamentally changed South Africa’s understanding of the quality that can be achieved in the boxed wine category and opened an opportunity for several other producers to follow, delivering an overall benefit for the industry.”
The new WCellar range caters to evolving consumer preferences, particularly the growing trend towards moderate and mindful drinking. Each can contains 250 ml, equivalent to one large glass, making it ideal for those seeking greater portion control and flexibility in their consumption. “Canned wine is perfect for the growing trend towards moderation,” Ian says. “Our cans are super convenient. They’re easy to open, technically you don’t need a glass and they travel easily as they’re lightweight and won’t easily break.”
Initial customer response has been overwhelmingly positive, with consumers particularly impressed by the quality of red wines in the new format, Ian says. “Customers are specifically impressed by how great canned red wine is,” he says. “I think it was easier for them to understand the white cultivars in a can, but red wine has been a nice surprise for them. Customers are also embracing the chance to use this packaging format for their summer activities, so I think the launch has come at the perfect time.”
The introduction of recyclable slimline cans also aligns perfectly with Woolworths’ broader environmental initiatives, particularly its Good Business Journey commitment to sustainability. The cans offer multiple environmental benefits, including a less energy-intensive production process and reduced transportation costs due to their light weight. “In the wine category, we’re in a good position in that nearly all our packaging is easily recyclable, as it’s mainly glass and cardboard, so introducing cans is ideal as they’re equally easy to recycle,” Ian says. Priced from R119.99 to R159.99 for a four-pack, the range is positioned in the premium segment.
Looking ahead, WCellar already has expansion plans. “We intend to grow our presence in the canned format, potentially with some new cultivars in this range,” Ian says. “The other range was launched just Christmas. It’s a completely different offer, but our customers love it.”
While traditional bottles remain the cornerstone of wine consumption, WCellar’s innovation in the canned category represents a strategic response to changing consumer preferences. “I don’t think anything is coming to unseat the 750-ml bottle as the format of choice,” Ian acknowledges. “Having canned and box solutions alongside the more traditional glass bottle just ensures we can meet all our customers’ needs.”
The WCellar launch represents more than just a new product range, it’s a statement about the future of wine consumption in South Africa. By combining premium quality with convenient packaging and sustainable practices, WCellar is not only meeting current market demands but actively shaping the industry’s future.
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