Meet the Millennial Who's Breaking All the Rules of the Wine Industry

Emma Toshack always enjoyed having some wine when she went to the beach or the pool behind her Los Angeles apartment building, but glass containers and public consumption of alcohol weren't permitted. So to get around the rules, she would pour a $30 bottle into an empty San Pellegrino can.

It was not an ideal solution. There were canned wine options, but she felt none offered both the convenience and premium quality she craved.

"There was a perception that the drink doesn't matter in those formats," Toshack, the founder and CEO of Nomadica, an L.A.-based canned wine company that launched in 2017, says of the quality of canned wine. "I think the wine space has been ripe for doing things differently and starting to break the rules for a while."...more