Category
Lifestyle
Assisted Choices
Trend cluster
Category
Canned
Connoisseur
The explosion of canned wine's popularity reflects on-the-go lifestyles.
3.1
Trend score
Trend
What is the Canned Connoisseur trend?
Canned Connoisseur: Appealing primarily to millennials, canned versions of wine products are becoming more and more popular. A far cry from the pretension that's so often perceived to be part of wine culture, this more casual approach speaks to younger consumers' desire for playful takes on classic products, and a more portable design.
Trend themes
Themes within the Canned Connoisseur trend
Three behaviours holding the trend together01
Casual approach towards wine
The trend of a more casual approach towards wine products is growing, as consumers seek playful takes on classic products and a more portable design.
02
Gendering of wine
The trend of gendering wine products is growing, as seen in the release of 'Mancan,' a canned wine beverage specifically designed for men.
03
Packaging like beer
The trend of packaging wine products like beer is growing, as seen in the creation of 'The Drop,' and individual cans that are grouped into sets of four and sold like a multi-pack of beer.
Industry implications
What the Canned Connoisseur trend means for industry
Where the trend changes the playbookFor
Wine industry
The wine industry can capitalize on the trend of a more casual approach towards wine products by innovating with playful packaging designs and creating more portable versions of their products for on-the-go consumers.
For
Packaging industry
The packaging industry can innovate by creating new packaging designs for wine products that are more user-friendly and appeal to consumers seeking a more casual approach towards wine.
For
Beverage industry
The beverage industry can capitalize on the trend of packaging wine products like beer by innovating with individual cans grouped into multi-packs and marketing towards younger male consumers who may prefer wine in a more familiar packaging format.
Workshop question
What lifestyle trends does your branding tap into and what does that convey to your consumer?
Trend signals
Trend signals for Canned Connoisseur
Trend score 3.1 out of 10, from popularity 44%, activity 42%, freshness 8%.
Popularity44%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Canned Connoisseur trend
4 featured examples from Dec 1, 2015 to Aug 6, 2016CategoryLifestyle
Conveniently Canned Wines
Lila Wines are a Beach-Friendly Option for Wine Drinkers
Wineries and wine producers can capitalize on the market for portability and convenience by creating their own line of canned wine products that suit various occasions and consume…
CategoryLifestyle
Beachy Canned Wines
'Flip Flop Wines' Makes Wine in Cans with Lighthearted and Fun Branding
Innovative wineries can explore the potential of offering wine in cans with relaxed and fun branding.
CategoryLifestyle
Canned Wine Packs
This Californian Rosé Wine is Packaged in a Case Like Beer
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.
CategoryLifestyle
Manly Canned Wines
This Canned Wine Beverage is Designed for Masculine Men
Disruptive opportunities for creating new, gender-specific products that cater to the changing tastes and preferences of consumers.
