In general, a shopper will come across the vino shelf displaying labels that strive to assert the quality of the beverages within. Bloody Good Wine packaging begs to differ. This project presents one of those rare occasions when an item is made to look unappealing in order to appeal to a specific fringe demographic.
Students Chase Farthing and Cameron Sandage took up the task of marketing the sophisticated fermented grape drink to college boys, typically uninterested in stemware as party accessories. Merlot, chardonnay, pinot gris and zinfandel were all hence relocated to beer bottles with hybrid cork-cap tops and fit for single servings. To further dispel the stigma that vino is stuffy, Bloody Good Wine packaging was branded with bold text-only labels that mark the concoctions as "cr@ppy," "sh!tty" and "b?tching."
Underrated Booze Branding
Bloody Good Wine is Marketed to Anti-Connoisseur Consumers
Trend Themes
1. Anti-connoisseur Branding - Opportunity for brands to create products marketed towards consumers who reject traditional industry standards and prefer unconventional products.
2. Single-serving Wine - Creating wine packaging that appeals to the younger market by offering it in single-serving, beer-like bottles could disrupt the traditional glass bottle packaging of the industry.
3. Bold Text-only Labels - Using unconventional labeling with bold and explicit language could be an opportunity for brands to appeal to a younger demographic that values unique and humorous product branding.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry could benefit from creating products and branding that appeals to non-connoisseur consumers, particularly those in the younger demographic, through packaging and labeling initiatives.
2. Wine Industry - Wineries and wine retailers could consider creating single-serving packaging options as an opportunity to expand their market by appealing to those uninterested in traditional wine packaging and branding.
3. Marketing and Advertising Industry - The marketing and advertising industry could benefit from exploring unconventional and provocative branding techniques, with a focus on bold text-only labeling, as a way to engage younger demographics and create a unique brand image for products.