Beefsteak Club introduces 250ml ‘Recycla-Bull’ wine cans

Ehrmanns Wines has unveiled its Beefsteak Club Mendoza Malbec in 250ml wine cans.

Created with wine and steak lovers in mind, Beefsteak Club is currently one of the top five bestselling Argentinean Malbec brands in the UK (Nielsen MAT Dec 2019).

The brand said environmental considerations were at the heart of the decision. As aluminium cans are very efficient to recycle, the brand has emphasised this message on pack, with a lighthearted ‘Recycla-Bull’ logo.

The Kantar data showing that Beefsteak Club has a special appeal to younger drinkers, particularly the under 28s (Kantar 2019), has also prompted the move to cans, it added.

The launch will be supported by an offbeat social media campaign with this younger demographic in mind. Competitions in the pipeline include the creative ‘Cans’ Film Festival, where fans of the brand will have the opportunity to create short films to win a case.

“Cans are a liberating and unpretentious format, which we feel is the perfect fit for Beefsteak Club,” said Susannah Taylor, marketing manager at Ehrmanns.

“They are also ideal for this period where friends and family are being encouraged to meet outdoors. Light weight small serves are great for enjoying by the barbecue, at a picnic, or for taking to the beach. Malbec can benefit from light chilling on a hot summer’s day, and cans make this easy.”

The 250ml cans are also more compact and 43 percent lighter than the equivalent glass bottle, lowering fuel consumption and carbon footprint along the supply chain. The cans also give full protection from light and oxygen, helping to preserve the delicate fruit flavours of the wine.

The cans have an RRP of £2.99 and are already being retailed by Booths and Spar and are available to London convenience outlets through Imperial Cash and Carry.