Aug 08: The third edition of the International Canned Wine Competition (ICWC) organised in California by WICresearch last month, speaks volumes for TILT Cans from Fratelli, with TILT Rose bagging a Gold Medal in its first attempt, and importantly, also winning a Gold for the can design, writes Subhash Arora who had predicted last year that Rose was the best of the TILT Collection and the packaging design deserved a top medal in any international wine-in-can (WIC)competition
The Bubbly Rosé (Shiraz) in the can is a part of the 4-wines TILT collection, the brainchild of late Kapil Sekhri, the founder Director of Fratelli, who was smitten with the project and made it an unprecedented success, thanks to the beautiful design of the cans and keeping the wines quaffable and suitable for the younger set of wine drinkers.
Gold against tough competition
It is all the more commendable because there were nearly 30 competitors in this grouping from 7 countries including the US, Spain, Italy and Australia. It was up against some very well-known and established brands. Dr. Robert Williams, organizer of the competition who did not give further details. The Official Results were announced last night. For full details, click:
This pioneering canned wine competition debuted in 2019 and was held in the heart of California wine country for the third year last month. There were 335 entries from at least 15 countries, including India, taking part in the competition, says Robert. TILT series of 4 wines-in-the-can also won a Gold Medal for can Design.
Also Read : Fratelli Wines: Sekhri Family carries on the Legacy of Kapil Sekhri
The market for wine-in-can is booming. With a small sales base of $2 million in 2012, the global wine-in-can (WIC) segment jumped over 90 times in 8 years, with sales of about 1.8 million cases recording a jump of 68% in 2019 alone, according to WICresearch. Co-founded by Dr. Williams who has taught marketing and business courses for over twenty years, WICresearch is a leader in the wine-in-can (WIC) market, and has conducted numerous studies with hundreds of news outlets quoting his work.
In its first Article featuring TILT in October 2020, Indian Wine Academy had observed, ‘The first thing that hits you is the attractive packaging, with a clever selection of colours and a lot of trivia on the Can that is a party starter for the youth. It won’t be an exaggeration to say that the TiLT cans are world class and strong contenders for top prizes for packaging at an international level.’ Our views have been validated at this most prestigious international canned wine competition.
The Competition Director is Allan Green who organised the Mendocino County Fair Wine Competition, which he helped start in 1979 and has been directing and organizing for most of the last forty-two years. During his over 35- years’ experience as a winemaker and grape grower he became interested in the history of canned wine and since 1980 collected over 2,100 different wine cans going back as far as the 1930s. Dr. Robert Williams is also the Lead Judge.
Also Read : TiLT in Fratelli towards Wine-in-Can (WiC)
Recently, he presented at Business, Enology, Viticulture, New York (B.E.V. NY) http://www.bevny.org/ New York's annual conference for the grape and wine industry, and contributed to a session at ProWein in Germany and World Bulk Wine Exhibition (WBWE) in Amsterdam. (His latest free report on the wine-in-can market is available at www.WICResearch.com.)
More detailed ICWC results will be discussed in his presentation at WBWE 2021, as well as the latest survey results from their Visual Image survey, which covers 42 popular WIC brands, and is the most complete and detailed survey in the industry. These will be reflected in this Article after Presentation.
In an exclusive interview with the Sekhri family (Gaurav Sekhri-founder director and elder brother of late Kapil Sekhri, Pooja Sekhri-director of Fratelli and wife of Late Kapil Sekhri and Aditya Sekhri, son of Gaurav Sekhri- looking after Business Development), Gaurav had told delWine that they had sold 50,000 cases (24 cans a case) of TiLT wines in the very first year and targeted to sell 100,000 cases cans in the FY 2021-22. That would be a jump of 100% but with a department store in Dehradun in Uttaranchal Pradesh lifting over 150 cases a month, it could well be achievable. The can market is currently the fastest growing segment of the wine market in India with Fratelli and Sula being already in the market and a couple of others waiting in the wings for excise formalities to be completed.
Also Read : Fratelli may soon lead Wine-in Can (WIC) Segment in India
Meanwhile, we heartily congratulate Fratelli wines for bagging two Gold Medals in their first attempt, against tough competition. For them, it might be nothing short of winning a Gold Medal in a Canned Wine Olympics.
Subhash Arora
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