Ed Sheeran posts viral canned wine TikTok

By: Trademagazin editor Date: 2023. 02. 06. 09:14

The Shape of You singer showed support for alternative packaging by sharing a humorous TikTok showing the lengths he was prepared to go to to protect his favourite wine.

The TikTok, which has 25 million views and 4.2 million likes at the time of writing, is a skit showing someone attempting to steal a can of Vinca Organic White Wine from Ed Sheeran’s fridge, but as they turn Sheeran is there to protect the beverage with a knife.

Vinca was founded by three friends, Jack Green, Zac Walters and Charlie Vass, from Framlingham, which is also Sheeran’s hometown.

The wine in question is a Sicilian Catarratto, with Vinca’s expression said to be Sheeran’s favourite. He is also known to stock Vinca in his private pub at his property in Suffolk.

Green, who is head of wine at Vinca, said: “We’re incredibly proud of our product and it makes us so happy when any of our customers love Vinca wine, but when we saw the videos Ed was making for all his followers, we were especially excited. We’ve seen orders on our website flood in from all around the world since the viral TikTok.”

“I’ve worked in the wine trade for over 10 years, in the last year I’ve seen more devastation to vineyards, a direct consequence of global warming, than I have in all my years in the trade. I wanted to launch a wine brand with sustainability at the heart of everything we do. Lighter shipping means we can slash our carbon footprint compared to importing glass bottles of wine,” Green added.

It isn’t just Sheeran who is leaning towards tins. Canned wine is shaking up the drinks sector in a big way, with Waitrose recently announcing that cans would be replacing mini-glass bottles by the end of next week.

The Drinks Business