Yes, we can indeed.

Ten years ago, at a dinner after Vinitaly.

Two producers, a few sales reps, and a buyer from a large French group. Talk turned to the future. I talked about new engagement models, wine tourism, experiences. And packaging: I was the only one at the table arguing that wine would move into cans and new formats.

The buyer gave me the look reserved for amateurs. He explained that even Coca-Cola was about to phase out cans. The future was glass. End of discussion.

Today canned wine is a real category. This morning the Guardian’s wine column ran a headline saying cans are no longer the preserve of Gen Z. (Link to the article HERE)

Coca-Cola, for the record, still sells cans.

I don’t tell this story to say I was right. I tell it because that buyer was no fool. He made the socially safe prediction, based on historical data. And the socially safe prediction sounds exactly like foresight, right up until the market decides.

Next time someone confidently explains what will never happen, write down the date.

I still have mine.