# Canned Connoisseur The explosion of canned wine's popularity reflects on-the-go lifestyles. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Aug 12, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/canned-connoisseur ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 1, 2015 to Aug 6, 2016 - Published: Aug 12, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Canned Connoisseur trend ### 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. ### 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. ### 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. ## What the Canned Connoisseur trend means for industry ### For 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 for Canned Connoisseur Trend score 3.1 out of 10, from popularity 44%, activity 42%, freshness 8%. - Popularity: 44% - Activity: 42% - Freshness: 8% ## Examples of the Canned Connoisseur trend 4 featured examples from Dec 1, 2015 to Aug 6, 2016. - [Conveniently Canned Wines](https://www.trendhunter.com/trends/lila-wines): Lila Wines are a Beach-Friendly Option for Wine Drinkers (Category: Lifestyle) Implication: 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… - [Beachy Canned Wines](https://www.trendhunter.com/trends/wine-in-cans): 'Flip Flop Wines' Makes Wine in Cans with Lighthearted and Fun Branding (Category: Lifestyle) Implication: Innovative wineries can explore the potential of offering wine in cans with relaxed and fun branding. - [Canned Wine Packs](https://www.trendhunter.com/trends/rose-wine): This Californian Rosé Wine is Packaged in a Case Like Beer (Category: Lifestyle) Implication: 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. - [Manly Canned Wines](https://www.trendhunter.com/trends/canned-wine): This Canned Wine Beverage is Designed for Masculine Men (Category: Lifestyle) Implication: Disruptive opportunities for creating new, gender-specific products that cater to the changing tastes and preferences of consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)