Butter Wines expands low-alcohol portfolio with ButterLight Chardonnay in cans

USA – Butter Wines by JaM Cellars has expanded its low-alcohol offering with the launch of ButterLight Chardonnay in 250 mL aluminum cans, responding to growing consumer demand for lighter wine options in convenient, on-the-go formats.

The new canned format complements existing bottle offerings and reinforces the brand’s strategy to broaden occasions for wine consumption without compromising on taste.

ButterLight Chardonnay is positioned as a lower-alcohol alternative that retains the creamy, approachable profile that has become synonymous with the Butter brand.

According to the company, the cans are priced under US$20 and are available across grocery, convenience and liquor stores in the US, as well as online.

Alongside the new ButterLight cans, the company continues to offer its original Butter Chardonnay in the same portable format under the ButterCans range.

John Anthony Truchard, founder and CEO of John Anthony Wine & Spirits, said the move builds on groundwork laid with the initial launch of ButterLight.

“When we introduced ButterLight last year, it marked our first step into the low-alcohol category, something we’ve been perfecting for years to offer a truly great option within our portfolio,” he said.

“Consumers are looking for more choices that fit every occasion, and ButterLight was designed with this shift in mind. Packaging it in a convenient can was the natural next move.”

From a production standpoint, the company says the same technical standards used for ButterCans Chardonnay, first introduced in 2018, were applied to the ButterLight cans to ensure consistency in flavour and quality.

Jeff Kandarian, executive winemaker at John Anthony Wine & Spirits, noted that the challenge was to balance reduced alcohol with the brand’s signature taste.

“We worked to preserve what Butter drinkers love most, lush Chardonnay character and a smooth finish, while crafting something noticeably lighter,” he said.

The launch aligns with broader industry trends. Canned wine continues to gain traction in the US, driven by portability, portion control and suitability for outdoor and casual occasions.

At the same time, low- and no-alcohol wine is one of the fastest-growing segments globally, as producers respond to health-conscious consumers seeking moderation without sacrificing flavour.

Sarah Montague, chief marketing officer at John Anthony Wine & Spirits, said innovations such as ButterLight reflect a wider portfolio strategy.

“Extensions like ButterLight Chardonnay and ButterLight Cans aren’t just new products; they’re how Butter continues to grow into a portfolio with something for everyone,” she said.

As major wine brands increasingly explore alternative packaging and lighter formulations, Butter’s latest move underscores how established labels are adapting to evolving consumer lifestyles while leveraging packaging formats to unlock new consumption occasions.

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