Cowpunk Wines taps into the growing desire for natural wines that are fresh and unadulterated, as well as edgy yet approachable. Cowpunk Wines are made with minimal intervention, meaning there are no traditional fining processes or preservatives used in the making of the products and as a result, the wines have a certain cloudiness to them. As such, the wine labels instruct consumers to "roll it" to agitate the liquid before opening the bottle.
The name of the brand captures both the earthy and edgy qualities of the natural wines and its packaging recalls handmade ranch signage and cattle branding.
As co-owner Nicholas Crampton says, "We wanted to respond to the growing consumer desire for additive-free, sustainably produced original-state wines, but it was important that the range appealed to a broad market."
Approachable Natural Wines
Cowpunk Wines are Non-Intimidating & Made with Minimal Intervention
Trend Themes
1. Minimal Intervention Wines - The trend of making wines with minimal intervention and no preservatives provides an opportunity for wineries to differentiate themselves and appeal to health-conscious consumers.
2. Approachable Natural Wines - The trend of producing natural wines that are fresh and unadulterated, with no intense taste, can provide an opportunity for winemakers to appeal to a broad market of consumers who don't want a strong liquor taste.
3. Edgy but Earthy Packaging - The trend of designing packaging that's rustic yet edgy offers opportunity for brands to convey their products as hip but still natural or artisanal.
Industry Implications
1. Wine Production - Wineries could embrace minimal intervention processes and produce approachable natural wines that appeal to a broad customer base and differentiate themselves from competitors.
2. Packaging Design - Designers could explore innovative ways of creating packaging for natural wines that will appeal to a customer base looking for something edgy yet natural.
3. Health and Wellness Retail - Health and wellness retail businesses can incorporate approachable natural wines into their line of products and leverage their health benefits to attract customers.