Hooch Wine is making waves: Redefining the wine experience

🇩🇰 Du finder den danske version af denne artikel her.

Canned wine doesn’t immediately sound like quality wine. But Copenhagen-based Hooch Wine is on a mission to change that perception. With premium wine in a can, they challenge traditional wine conventions and bring a fresh, modern approach to the market.

Behind the brand are Jonas Enevoldsen El-Kabouli and Laurits Rømer Skovsgaard, who are passionate about combining quality, sustainability, and innovation in a sleek design. The canned format reduces CO₂ emissions, preserves the wine’s freshness, and makes it easy to enjoy on the go. Hooch Wine has already collaborated with brands like New Balance, Rezet House, Zalando, and Bioderma Samsøe and sees great potential in partnerships—but their ambitions go even further.

We sat down with Jonas and Laurits on a morning in Vesterbro, Copenhagen to talk about wine, vision, and the road ahead.

Why did you choose to focus on canned wine instead of bottles? What advantages do you see in this format?

Jonas: “We chose cans as our packaging because they are much more environmentally friendly than glass bottles. Cans are lighter, require less energy for transportation since they can be stacked more efficiently, and they are far more recyclable than glass. This results in a significantly lower CO₂ footprint, both in production and distribution. Additionally, the can protects the wine from light and oxygen, preserving its taste and freshness better than a clear or semi-transparent bottle. This is especially important for natural wine, which often doesn’t contain preservatives like sulfur. At the same time, the can format makes wine more accessible—you don’t need a corkscrew, and it’s easy to bring along, whether it’s for a park picnic, a festival, or just a spontaneous night with friends. It’s also great for all kinds of events, where cans look stylish and are easy to serve and clean up afterward.”

Can you tell us a bit about the wine inside the can?

Laurits: “Our wine is natural all the way—from vineyard to can. That means we work with winemakers who farm organically and biodynamically, without unnecessary additives. Fermentation happens spontaneously with the natural yeast found on the grapes, and we don’t filter or artificially manipulate the wine. We want to highlight the authentic flavors that wine can have when it’s left as pure as possible. Our first launch includes four classic types of natural wine: a crisp white Sauvignon Blanc, a funky orange Chardonnay, a bubbly rosé Pinot Noir, and a light and youthful red blend of Merlot and Pinot Noir. They are all made in a fresh and easy-drinking style, perfect for enjoying straight from the can.”

What are your biggest ambitions for Hooch Wine?
Jonas: “Our ambition is to make natural drinks accessible to more people – both those who consume alcohol and those who don’t. We started with wine because it’s our passion and expertise, but we see huge potential in developing new products. Our next step is our natural sparkling water, which combines Danish juice, fermented herbs from surplus production, and carbonation – creating a sophisticated taste experience that goes beyond traditional soft drinks. In the long run, we want to expand our range further with products like electrolyte drinks or other functional beverages that balance wellness, enjoyment, and sustainability.”

And what about yourselves – how did your interest in wine develop?
Laurits: “We both have a deep love for wine – but not necessarily in the traditional ‘wine-snob’ way. We appreciate wine for its history, its ability to bring people together, and the incredible diversity found in natural wines. We’re especially drawn to wines that surprise us – those that are vibrant, funky, and full of character. Wine doesn’t have to be formal or complicated; on the contrary, we want to make it more playful and accessible.”

Who inspires you in your daily lives?
Jonas: “We draw inspiration from many places – not just from the wine world. We admire people who dare to think differently and create products that are beautiful, functional, and sustainable. Figures like René Redzepi and Anders Frederik Steen have shown just how far innovation can go with natural ingredients. We also look up to sustainable brands like Patagonia and Aesop. At the end of the day, our driving force is curiosity – exploring what nature can do when we let it work its magic.”

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