Rosé wine could be described as elegant, sophisticated and feminine, while something like beer might be associated with the exact opposite of these traits. In order to relax the rosé wine category and broaden its appeal, Safari Sundays created a design for Mangrove Estates that appeals to a growing number of Millennial men who are drinking rosé.
'The Drop' is a new wine brand that packages its rosé in slim single-serve cans. These individual cans are grouped into sets of four and are sold just like a multi-pack of beer, which will be familiar to many men who are frequent beer drinkers.
Along with adopting a more casual packaging system overall, The Drop shows off its attitude as a youthful alcohol brand with playful taglines like: "Quality grape-age, no breakage."
Canned Wine Packs
This Californian Rosé Wine is Packaged in a Case Like Beer
Trend Themes
1. Canned Wine Packaging - The trend of packaging wine in cans, similar to beer, appeals to millennial men who are more likely to drink rosé when it is presented in a more casual and familiar manner.
2. Youthful Alcohol Brands - The rise of alcohol brands targeting a younger demographic, like The Drop, by adopting playful taglines and casual packaging to appeal to the millennial market.
3. Broadening Appeal of Rosé Wine - To attract a wider audience, brands like The Drop are redefining the perception of rosé wine as elegant and sophisticated by presenting it in a more approachable and relaxed way.
Industry Implications
1. Wine Packaging - Canned wine packaging presents an opportunity for wine brands to appeal to a broader audience by adopting a more casual and familiar packaging style, similar to beer packaging.
2. Alcohol Brands - Youthful alcohol brands are disrupting the industry by targeting millennial consumers with playful taglines, casual packaging, and innovative product offerings, like canned wine.
3. Beverage Marketing - The marketing of wine, particularly rosé, is shifting to appeal to millennial men by positioning the product as more casual and approachable, similar to beer marketing strategies.