Airing between regular episodes of the VinePair Podcast, “Next Round” explores the ideas and innovations that are helping drinks businesses adapt in a time of unprecedented change. As the coronavirus crisis continues and new challenges arise, VP Pro is in your corner, supporting the drinks community for all the rounds to come. If you have a story or perspective to share, email us at firstname.lastname@example.org.
In this “Next Round,” Maker Wine co-founders Sarah Hoffman and Kendra Kawala join VinePair Podcast host Zach Geballe to talk about their craft canned wine company — and how they are dispelling rumors that canned wine is “bad” by putting the focus on good wine from small and independent producers.
Hoffman and Kawala started the company with no previous experience in the wine industry. As consumers, they were making purchasing decisions simply based on a wine’s label. They both also noticed that small winemakers behind bigger brands are often “one of the best-kept secrets” of the industry. With that in mind, the company set out to bring those winemakers to the forefront by packaging wines with the producers’ own names on the labels.
The co-founders were drawn to cans from the start. Having worked in the craft beer industry, Hoffman was already familiar with the mobile canning process and knew that cans are a lighter option when shipping direct to consumers. With current trends, cans were also a great way of connecting with a younger demographic.
Currently, the Northern California-based company partners with local California wineries, but moving forward they hope to partner with producers outside their home state. According to both Hoffman and Kawala, Maker Wine can be served in a glass when enjoying at home, but convenience is key — it’s just as good from the can.
This story is a part of VP Pro, our free content platform and newsletter for the drinks industry, covering wine, beer, and liquor — and beyond. Sign up for VP Pro now!