Copper Crew’s Cambridge can-do continues with canned Merlot
The Copper Crew, a new premium canned wine start-up, has launched its third wine, adding a 2018 Merlot to its award-winning range of expertly blended South African wines.
Available exclusively in 25cl cans, the Merlot will complement The Copper Crew’s Rosé and Chenin Blanc, launched to critical acclaim in July this year.
Founded by three young entrepreneurs Theo Gough (24), Oli Purnell (24) and Sam Lambson (22), The Copper Crew was established following extensive market research which highlighted the impact of changing consumer preferences and the importance of sustainable practices upon the wine market, as well as the growth of canned wine in the US.
Co-founder Oli said: “After winning two international awards for our Chenin Blanc and Rosé, we were keen to launch our third wine quickly, offering our customers the same premium quality with greater choice from a balanced range.
“Our Merlot is a drought vintage from tiny, concentrated berries, medium-plus in body and a deep ruby colour. Canned wine of this quality has been something of a rarity in the UK until recently and I’ve no doubt the Merlot will take its share of awards too.”
Business is good, continues Oli.
“Across our range we had a surge in sales right at the beginning of lockdown and we are still tracking above what we would normally expect. This was partly because we launched a three-box at £12.50 - one of each of our wines - as a taster pack. The three-pack has been really well received - I think people enjoy the serving-size moderation aspect of cans during lockdown - one large glass, two small glasses - but are often slightly apprehensive about canned wine at first so an accessible tasting pack has made it easier for people to trial and then place a larger order afterwards.
“We’ve also got great feedback on how the three-packs look and at £12.50, we hope they will be popular as stocking-fillers and Secret Santa presents. We’re launching a social media advertising campaign that will focus on that later this month.”
The Merlot has to be up to scratch: the Chenin Blanc was awarded Gold at the International Canned Wine Competition, while its 2019 Rosé took Bronze at the International Wine and Spirits Competition. And, following extensive canning research undertaken by the Crew, the wines need to be well suited to the environmentally friendly packaging format too.
Oli , who like Theo is Cambridge-raised, says: “Minimising our environmental impact has always been an important consideration for us and we want to do all we can to operate sustainably throughout the value chain. This made cans an easy choice for us because they allow us to offer our customers a convenient, environmentally friendly format which can be infinitely recycled.”
“With more premium brands adopting the can, we also know the perception of canned wine is changing. This gave us the confidence to launch our Merlot which has been aged for 24 months in French oak barrels, meeting this taste for quality head-on.”
Available directly from The Copper Crew, the three wines can be purchased individually or in mixed cases of six, 12 or 24. They are also launching a three-pack gift option in the run-up to Christmas. Details here.
