Packaging of the Month Oktober 2025: The Uncommon – Wine reimagined

The United Kingdom is not a classic wine country – and packaging wine in cans is anything but common. As a British brand offering English canned wine, The Uncommon is breaking two rules at once – and is rightly enjoying great success as a result. Apart from the fact that the wine is absolutely delicious, the can packaging is both practical and visually appealing. Below, we take a closer look at our Packaging of the Month for October 2025 and the background to the product and brand.

Canned wine with a sustainable mission

When Henry Connell and Alex Thraves launched their wine brand The Uncommon in 2018, their aim was to be unusual – but not at any price, rather with meaning and understanding. Their mission was to create outstandingly delicious wine from England with as little negative impact on Mother Nature as possible. Convinced that aluminium cans are more environmentally friendly than glass bottles and keep young wines fresh for longer, the friends decided to produce canned wine.

Note: We are merely describing the motives of the founders of The Uncommon here. As packaging experts, we know that aluminium cans are not necessarily more environmentally friendly than glass bottles. It is always important to consider the big picture in order to be able to make reliable statements about the ecological balance of a particular type of packaging in comparison to other solutions – keyword: disposable versus reusable.

Wine in creatively designed cans

When you think of wine in aluminium cans, your first thought might be that the product is of inferior quality. But a quick glance at the packaging designs of The Uncommon’s canned wines is enough to give you the completely opposite impression: the cans are printed to a high standard and impress with their elegant matt look and appealing feel. The central figures in the detailed illustrations are stylised animals in Victorian garb, surrounded by floral decorations or other elements from nature. These features give the wine cans a creative, playful and British appearance.

Visually unique, emotionally appealing

With their special packaging designs, The Uncommon subtly yet expressively combines zeitgeist and tradition. While the can packaging itself, as well as the typography and illustrative design, appear thoroughly modern, the Victorian attire perfectly reflects both the British origin and the elegant character that wine fundamentally embodies. In addition, the animal figures and decorations represent the nature in which the grapes used for the spirits ripen.

The Uncommon range includes various types of wine, from white and rosé to spritzers. Each one features a different animal or motif, while the background colour remains consistent. This allows the English brand to differentiate between its products while ensuring a strong presence on the shelf with high recognition value. Competitors often try to attract attention with bright colours. The Uncommon, on the other hand, relies on minimalist pastel tones; yet the cans attract the eye as if by magic – thanks to the unusual motifs in the form of high-quality illustrations.

The Uncommon – practical wine enjoyment from an attractive can

The environmental friendliness of disposable aluminium cans is debatable, but in terms of visual appeal and innovative spirit, The Uncommon’s wine packaging is beyond reproach. The design concept is high-quality and extremely creative, as well as modern yet typically British. The practical aspect should not be underestimated either: the aluminium can is much lighter than a conventional glass bottle and therefore easier to transport – for wine enjoyment on the go. In short, we consider The Uncommon’s wine cans to be a remarkable packaging solution that truly deserves to be named Packaging of the Month for October 2025.