Today's consumers are increasingly concerned about the practicality, eco-responsibility, and aesthetics of their products. When it comes to beverages, one question often arises: bottle or can? Long considered the "less prestigious" format, the can struggles to shake off certain prejudices. Yet, with evolving consumption habits and the emergence of new trends, it is reinventing itself and establishing itself as a modern, practical, and environmentally friendly choice.
So, why is now the time to rethink the can?
When clichés are (actually) its best assets
Often associated with lower-quality products, the can format still suffers from certain stereotypes that are far from reflecting reality. What if we told you that these so-called weaknesses were actually its greatest strengths?
1. “Cans alter the taste.”
This is one of the most persistent misconceptions. Yet, modern cans are equipped with an inner lining that perfectly isolates the beverage from the metal and prevents any flavor transfer. Thanks to their opaque material, they also protect the contents from light, another factor that can alter the taste. The product's aroma therefore remains intact, offering a taste experience identical to that of a bottle.
In addition, the cans are airtight, which guarantees better preservation of the product compared to glass bottles: they prevent leaks or oxidation, problems that are common with glass bottles, particularly when they are handled or transported.
2. “It’s a low-end, impractical format.”
Cans are often thought of as a "lower quality" option, a product intended for a less demanding, or even undemanding, audience. However, many high-end brands are now turning to this format to offer a chic and practical alternative. Can design has been significantly modernized and is distinguished by its creativity and refinement. Take VandeStreek , for example , the leading non-alcoholic beer brand, which has decided to switch its entire product range to cans without sacrificing any taste. The "cheap" image is gone; cans are now suitable for all products, including the most premium!
Lightweight, unbreakable, easy to carry and store… The can stands out for its practicality. It opens with a single motion, without a corkscrew or bottle opener. And it cools down faster than a bottle, thanks to its thin, conductive material. It's therefore the ideal format for spontaneous consumption.
3. “Cans are bad for the environment”
Another common misconception is that cans are less environmentally friendly than other formats like glass bottles. However, recycling aluminum is much simpler and faster than recycling glass, and a can can be recycled indefinitely without losing quality. Furthermore, they are lightweight, which reduces their carbon footprint during transport. Therefore, cans are an eco-responsible choice when considering their overall impact.
The can industry has thus committed itself to a sustainable approach; the production of an aluminum can generates approximately 40% less CO2 than that of a glass bottle of the same size, and its recycling reaches impressive rates (up to 75% of the metal used is recycled each year).
The can: a modern, trendy… and global format
The can, long considered an economical and standardized choice, has gradually evolved into a symbol of practicality, modernity, and sustainability. While its history dates back to the early 20th century, it wasn't until the 1950s that it truly gained popularity. At that time, aluminum began replacing steel due to its lightness and ease of production, making cans more widely available. Initially used for sodas and carbonated beverages, cans have gradually become established in numerous sectors, including beer, energy drinks, and soft drinks.
However, over the years, the can has become associated with an image of "fast food," often linked to mass-produced or lower-quality products. This stereotype persisted for a long time, until a turning point occurred in the early 2000s with the emergence of new consumer trends.
The last few years have seen a true revolution in the world of cans. With sleek designs and modern materials, the can has become a trendy choice. It has become a genuine collector's item, often adorned with creative graphics that add a touch of personality to each product. This is the case, for example, with Brulo beers, Trip soft drinks , and Cypher wines .
Yes, even in the land of wine, cans are gaining ground. Long considered incompatible with the world of wine, they are now finding their way into niche wines, like those from Cypher, which are brilliantly shaking things up. Their gamble? To offer alcohol-free wines in cans that taste as rich and balanced as those from bottles. Proof that this format sacrifices nothing in terms of quality—quite the opposite!
While France is still slightly behind, the trend is already well established internationally. In North America, Scandinavia, Japan, and the United Kingdom, cans are the standard, even for premium drinks. So, if other countries have adopted them, why not us?
Canned cocktails: what if we stopped being afraid?
Canned cocktails, often called "ready-to-drink," are still struggling to gain traction in France. Behind this reluctance lie many misconceptions: fears that the taste won't be up to par, but also, and perhaps more importantly, the loss of the preparation process. However, these prejudices no longer hold up against the reality of a constantly evolving market.
These perfectly balanced cocktails, carefully crafted by mixologists, allow you to enjoy a harmonious tasting experience without any prior mixology knowledge. No need for a shaker or hard-to-find ingredients: simply open, pour, and enjoy. It's easy, efficient, and above all, delicious. ISH proves this perfectly with its diverse range of classic non-alcoholic cocktails like the Mojito , Gin and Tonic , Daiquiri , and Paloma . These cans offer effortless enjoyment while remaining true to the flavors you expect from a well-balanced cocktail.
Can or bottle: which format to choose?
Each format has its advantages, and the choice between a can and a bottle depends on your personal preferences and the occasion. Bottles are often associated with more formal occasions, such as dinners or special events. They are also perceived as more traditional, even more elegant.
On the other hand, cans are perfectly suited to more casual situations, where practicality and lightness are key criteria. Whether for a barbecue, a picnic, or a get-together with friends, cans prove much easier to manage. They also reduce waste: their smaller size means you don't have to open a large bottle just to drink a glass. A real plus, whether you're alone or with others.
There's no one format that's better than another; it simply depends on the context. But regardless of the format, we recommend enjoying our drinks in a glass: they are drinks for adults, to be fully appreciated for a premium taste experience.
Conclusion
Thus, far from its stereotypes, the can has reinvented itself and established itself as a modern, practical, and eco-friendly format. More than just a trend, it has become a considered consumer choice, adapted to the needs of our time.
At Gueule de Joie, we're committed to offering you the best of both worlds: cans and bottles, so you can choose according to your mood and occasion. The most important thing is to fully enjoy your moments of togetherness with quality products, whatever the format or style.
So, ready to try the can?
