Two British entrepreneurs, Ben Franks and Simon Rollings, found some white space in the wine market that needed filling. They did this with their business Canned Wine Group, delivering quality premium European wines in a format made for convenience. Canned Wine Group has recently joined Bath Unlimited, who represent world-class businesses based in the region, and this interview continues our series of conversations with its outstanding companies. Words by Emma Clegg.
In a world where convenience often trumps quality, two entrepreneurs decided not to compromise. Ben Franks and Simon Rollings, co-founders of the Canned Wine Group, have carved out a unique space in the drinks industry – offering premium wines in cans without sacrificing character, craft or credibility.
“When we set up our business, it was about the wine drinker,” says Ben. “We saw it as white space because no one was in that market. Everyone was coming in at the cheap end, and we thought, actually there’s a whole market here of people who want something better.”
Their vision was to make genuinely excellent wine more accessible, in packaging that suits today’s pace and lifestyle, whether it’s a picnic in the park, a glass at the theatre, or a choice from the shelves of an upscale retailer like Harrods. But instead of competing with bottled wines, Ben and Simon are out to create a new niche, with each 250ml can giving two small glasses or one large glass of wine. “We never set out to get rid of the bottle,” Ben explains. “Some of our competitors talk about bottles as the enemy, because of carbon arguments or sustainability, but we’ve always said the bottle still has a place – it’s perfect when you’re sharing with friends and that won’t change.”
Instead, their focus is on how cans complement the traditional bottle, solving real-world frustrations for drinkers. “How many times have you had a bad glass of wine at a theatre?” Ben asks. “Or ordered wine at a pub that’s gone off and you’ve got the dregs? Or been somewhere beer-led like a stadium, and they don’t even offer wine?”
The solution is a format that reduces waste, improves freshness and opens up new occasions for wine enjoyment. “The can does a really good job of fixing the wastage in hospitality, which is really high,” Ben says. “It’s easier to store, faster to chill and you can fit more cans on a pallet than with bottles. The cans are also infinitely recyclable.”
We ask buyers to pour what they already offer by the glass, side-by-side with our can. When they taste both, that’s the moment the conversation changes
That shift in packaging, however, called for a completely different approach to the product itself. “With canned wines you have to do all the breathing of a bottle before it goes into the can,” Ben says. “That means working with winemakers to get the wine to its perfect drinking point before it’s even packaged. We capture that moment, and then seal it.”
Take their Old Vine Garnacha: “We work with a winemaker in Spain who ages it in oak and concrete tanks for two years,” Ben says. “Then it rests until it’s just right to drink, and only then do we can it.” The company’s story began at an uncertain time, in early 2020. With their initial strategy focused on events and in-person tastings, when lockdown struck, they had to reassess. “We pivoted pretty quickly,” Simon says. “Wine shops, delis and farm shops were classified as essential businesses, so we started selling into these premium retail areas.”
That pivot allowed them not only to stay afloat, but also to gather real insight. “We were able to understand how the wines performed in cans and relaunch with a more refined range in the summer of 2020.”
The product line included a Grenache Rosé and their now-signature Old Vine Garnacha. And it wasn’t long before the wine itself started to speak louder than the format. “Our most convincing piece of sales material is the wine. We ask buyers to pour what they already offer by the glass, side-by-side with our can. When they taste them both, that’s the moment the conversation changes”, says Ben.
The partnership between Ben and Simon is core to the company’s strength. “We bring different things to the table,” Simon says. “And five years in, we’ve yet to fall out, which I think is pretty impressive.”
“Simon’s got the business brain,” Ben adds. “This is his first venture; it’s my second or third. So you get this nice blend – Simon brings the MBA theory and I bring the real-world wine trade experience.”
Together, they’ve built not just a product, but a company with depth: “Great policies, great HR, environmental certifications and proper product development”, Simon rattles off. “You can make thousands of mistakes, and we’ve made our fair share, but we’ve tried to shorten that gap.”
Their technical expertise is equally refined. Wines are canned either in Norfolk or Northern Italy, depending on the style. Sparkling Chardonnay, for instance, is produced in Asti, Italy, a hub of sparkling production. “That expertise is really important,” Simon says. “You can’t call it Italian sparkling wine if you bring it to the UK first.”
Most of the canning is now done in Norfolk, so the tanks are filled and brought over – the best for the environment – and are then canned for distribution. While cans are considered fizzy drink vessels, wine requires a different kind of finesse. “We add liquid nitrogen at the point of packing, put the cap on, and as that turns from liquid nitrogen to gas, it makes the can rigid but the wine stays still”, Simon explains.
From the beginning, the team made a bold decision to steer clear of mass-market varietals like Sauvignon Blanc and Merlot. “We knew that Sauvignon was the most drunk wine in the UK, but it contains thiols, compounds that don’t play well with can linings,” Ben says.
So they took a risk, focusing on interesting and unusual varieties that suit the can format, and this has paid off. “We put Grüner Veltliner, our Austrian wine, in that white wine space,” Ben says. “It’s zesty, vibrant and a bit unexpected and it gave us something fresh, interesting and premium.”
Their wines come from top regions across Europe, Austria, Spain, Italy and France, and every one is carefully vetted. “We partnered with wine industry consultant Jennifer Bond early on,” Ben says. “She brought packaging know-how and helped us understand what wines worked technically in cans.”
Today, that work is led by Rachael Curry, their technical manager.
Can do in a can…
Verdejo 2022 – Rueda | 3 cans £18
Notes of lemon, tangerine and orchard fruit.
Winemaker: Javier Sanz
Style: Vibrant and Zesty
Gamay 2021 – Loire Valley | 3 cans £18
Strawberries, cherries and spice. Winemaker: Lionel Gosseaume
Style: Bright and Juicy
“We run weekly shelf-life testing, measuring everything from sulphur content to pH levels and heavy metal content. It’s really analytical chemistry around the wines and working out the best kind of specification to get great shelf life and quality”, says Ben. “I want to can what I love and Rachael tells us what we should can. But that discussion creates something of high quality.”
Today, there is an offering of six wines under the Canned Wine Co. label and four under The Copper Crew, their more casual, scaled-down brand. “Copper Crew is about focused simplicity, but doing it really, really well. That’s white, rosé, red and sparkling, one of each,” Ben explains.
Canned Wine Co., by contrast, is all about choice and character. “It’s about the wine drinker with a preference for a grape variety, someone looking for a premium piece, and a huge part of that is choice – we make sure that choice is always there”, says Ben.
The packaging reflects this individuality. Each can is illustrated by Neil Tully, a Master of Wine in Bath, based on Ben’s tasting notes. “You know what that Viognier might taste like just by looking at it,” Ben says. “It’s designed to be as informative as it is beautiful. And the Verdejo and the Gamay, stocked in Waitrose, come with loads of colour on the shelf like a painting, whereas the competition has lots of white space on the can.
Their cans are also stocked in Harrods, the National Trust and independent shops around the country. Online, they offer ‘build-your-own’ boxes and gift packs. “It’s like a chocolate selection,” Ben says. “A five-pack selection, so you can taste them and pick your favourites.”
The company’s UK focus remains strong, but they’re eyeing growth overseas. Distribution has already expanded into the Netherlands, France, Malta and Greece, with Ireland on the near horizon. In time they hope to grow across Europe and into Scandinavia, the next major market for expansion outside the UK, and the long-term plan is Canada and the US.
They’re taking a smart approach to entering new markets. “Our export director is a Frenchman from Châteauneuf-du-Pape,” Simon says. “He’s been in the industry for over 40 years and he knows everyone.”
They also work closely with the UK’s Department for International Trade, who help them navigate everything from tariffs to recycling laws in other countries. Despite more competition in the market, Ben and Simon remain confident. “I don’t think anyone has come in and done the premium range in cans like we have”, says Simon.
The business edge comes from knowing the technical and cultural terrain. “Some of Europe’s absolute best winemakers make our wine, and we’ve gone wine-first in everything we do,” Ben says. “That’s what gives us stickiness; that’s why customers stay.”
From identifying a niche in the market to securing shelf space in Harrods, the journey of Canned Wine Group is as carefully crafted as the products they sell. And for Ben and Simon, the mission remains rooted in something deeper than market share.
“There’s a saying in the wine business,” Ben says, “once you’re in, you never leave. It’s such a wonderful trade – the people, the stories, the travel, the food, and it all comes together.”
And while the format may be modern, the ethos is old-school: quality first, drinker in mind and a product built to last. Whether it’s their six-varietal flagship line-up or the streamlined Copper Crew, they are living proof that great wine doesn’t have to come with a corkscrew.
Get to know Canned Wine Group
What are your ambitions?
The leaders in future formats in the wine business, our ambition is to fundamentally change the way in which people think about and consume wine. We want to elevate the experience of single-serve wine available across hospitality and retail, so that there are options beyond buying a bottle of wine, and when you only want one glass of wine, it’s the very best possible.
How do you innovate?
Our business is about changing the way in which a product has been served, made, stored and distributed. We innovate by ensuring technical quality with the best-in-class shelf life across our range of cans, sourced from the finest winemakers in Europe. We have a beautiful can design that ensures when you’re looking for a great single serve wine, we’re an easy option for you to choose.
How do you connect with the local community?
We have a revolving internship programme through the University of Bath, and we have recruited multiple people from the university into the business. We also have partnered with Bath Rugby Foundation and Every Can Counts, a national programme to promote recycling. Recently, we’ve helped with tree planting in the local community.
How do you motivate?
We offer our staff the opportunity to study the formal WSET wine training. We promote internally, provide training, and support graduates from local universities. We have strategy days and team-building exercises, and we engage staff by connecting them with customers and suppliers through winery trips and sampling sessions. We also have an Enterprise Management Incentive scheme as a staff option.