Shoppers using Canterbury’s Waitrose store will soon be able to buy wine in a can.
The supermarket explains that the line is inspired by an American trend as a response to customers’ demands for reusable and environmentally friendly packaging.
And it believes wine in a can will be popular with festival goers because it is convenient to transport and drink.
Waitrose, whose Canterbury store is in St George’s Place, will be rolling out wine in a can across its outlets from tomorrow (Monday).
Victoria Mason, the wine buyer at Waitrose, said: “We’re really excited to bring back the trend of wine in a can.
“Following the success of small bottles at Waitrose last year, with sales increasing by 10 per cent, we know our customers are looking for convenient and environmentally friendly packaging options for wine.”
The range will feature an organic rosé and a Shiraz by Chateau Maris, priced at £3.49.
Cans will contain 250ml, the size of a large glass of wine in pubs and restaurants.
Producers insist that just because the wine comes in a can it will not compromise the flavour of the drink.
One company guarantees the taste of the wine by using high quality grapes from the best vineyards.
But Dave McIntyre, a drink blogger in the United States, urged wine drinkers not to drink from the can, but to pour it into a glass.
He said: “Look for the good stuff, take a sip from the can, then pour some into a glass. You’ll know what you bought.”