At some point, many wine drinkers have noticed the small inconveniences that come with a traditional bottle: the leftover pour, the weight in the tote bag, the quiet sense of excess after a simple gathering.
That quiet mismatch, between how we want to drink and how wine is traditionally packaged, is subtle but familiar. It’s in that everyday moment that two women saw an opportunity to rethink the experience entirely.
This is how premium canned wine evolved, and how two founders reshaped what modern wine can feel like for a conscious generation.
In this blog, we explore how two women redefined premium canned wine and reshaped what conscious, modern wine culture can look like.
The Problem With Bottles: Why Canned Wine Needed a Revolution
Wine has long leaned on tradition. Corks, glass, and formal dinners. There is charm in that. But for many of us living active, urban lives, these things do not always fit.
You open a bottle for one glass, then watch the rest lose its freshness. Millennials want quality, but they also want balance and less waste. They want wine gifts that feel thoughtful, not bulky or fragile.
Canned wine carried a stigma for years. Some assumed it meant lower quality. At the same time, demand was growing for premium wine in a can that felt intentional and well-made.
The shift was already happening. It simply needed leadership.
Meet the Women Behind Just Enough Wines
Jessica Hershfield built her early career at Google, Uber, and Lime. She had spent years solving complex problems in tech, but wine felt like one that still hadn’t been solved. Wine, surprisingly, felt inefficient.
Kaitlyn Lo joined her as co-founder and COO. Together, they launched Just Enough Wines in early 2020. Both former tech professionals built the brand to solve the problem of wasted wine and the lack of portability.
They are part of a rising wave of women winemakers and female-founded brands reshaping a traditionally male-led industry. You can learn more about their background on our Story page.
How Two Tech Professionals Became Canned Wine Pioneers
The idea came during simple outdoor moments. Parks, beaches, long afternoons with friends. Canned cocktails were everywhere. Good wine was not.
That gap sparked an idea. They partnered with experienced winemakers and sourced grapes from respected California vineyards. The focus stayed on quality first, packaging second.
Each 250 ml can equals about 1.5 glasses. That portion prevents unfinished bottles and keeps the experience mindful. No corkscrew needed. No wasted wine.
Today, wine in a can feels practical without sacrificing taste. You can browse current varietals on our collections page.
Conscious Wine: Perfectly Portioned and Sustainable
At the center of their philosophy is the golden line, a belief in balance that avoids excess while never feeling restrictive. Each can delivers pleasure-forward wine with a thoughtfully measured portion and carefully considered packaging, so nothing feels accidental or overdone. The experience is designed to feel intentional from the first sip to the last.
When the serving size feels right, you naturally slow down and enjoy the moment instead of worrying about finishing an open bottle before it fades. That shift reflects the broader move toward mindful drinking, where quality and awareness matter more than simply pouring another glass.
Sustainability and Impact: More Than Just a Can
Sustainability runs deeper than aluminum. Just Enough Wines’ grapes are sourced from SIP- and CSWA-certified vineyards along California’s Central Coast, standards supported by the California Sustainable Winegrowing Alliance.
Aluminum cans use about 73 percent recycled content and are fully recyclable. They are lighter than glass, which lowers shipping emissions, and the slim recyclable boxes reduce extra packaging and waste.
The company also pledges one percent of sales to environmental nonprofits through 1% for the Planet. That commitment reflects what today’s drinkers care about: quality, responsibility, and impact.
Women-led brands often connect sustainability with responsibility. It feels intentional, not performative.
How They’re Inspiring Women in Wine
Women in wine are gaining visibility, though leadership gaps remain. Female-founded brands bring new perspectives to sourcing, packaging, and storytelling.
Just Enough Wines reflects the shift happening in wine today. It shows that premium quality can feel modern, conscious, and effortlessly suited to real life.
That visibility matters. It opens doors for future women winemakers and entrepreneurs.
Non-Alcoholic Innovation: Serving Every Moment
They also expanded into non-alcoholic Brut Bubbles and Pinot Noir. The move felt thoughtful rather than reactive.
Kaitlyn Lo has shared that the non-alcoholic option was created with pregnant and breastfeeding women in mind. The idea was inclusion, not limitation.
Mindful choices should not mean missing out. Having options strengthens the experience.
Celebrate Women’s Day With Just Enough Wines
This Women’s Day, support women-led brands that are redefining wine with purpose and confidence. Choosing premium wine in a can is more than just convenient; it is a meaningful way to support women in wine who are leading change.
Explore Just Enough Wines, whether alcoholic or non-alcoholic, and experience premium canned wine that fits your life without compromise. Raise a can to women building what didn’t exist before. And choose wine that feels just right.
