How Context and National Identity Shape Perceptions of Canned Wine Consumers in Europe

Canned wine offers a convenient, portable, and sustainable alternative to glass bottles, yet it faces significant consumer resistance. Two recent studies explored how consumers are perceived when drinking canned wine in outdoor leisure settings. A cross-cultural analysis involving Italy, Switzerland, and the United Kingdom reveals that judgments are strongly shaped by national identity. Consumers of canned wine in traditional markets (Italy, Switzerland) are viewed negatively, while in the UK consumers are seen more positively, highlighting a clash between tradition and innovation.