# Unusual Drink Packaging Courtney Scharf Reflects on Lowbrow Alcohol Branding By Alyson Wyers | Published 2014-08-01 | TH Video Source: Trend Hunter, https://www.trendhunter.com/trends/alcohol-branding References: [youtu.be](http://youtu.be/mwcOntbfqpw)  In an interesting move in alcohol branding, wine packaging is seeing what Courtney Scharf refers to as the beerification of wine. The [Trend Hunter Research Advisor](https://www.trendhunter.com/trends/zahra-karim) and Editor discusses the blending of worlds in order to make wine less pretentious in her favorite drink packaging examples she's seen on the site. In what is essentially a lowbrow edition of a classy product, Underwood's ghost packaging is not only a more eco-friendly way to package wine, its alcohol branding also nails this trend on the head. Rather than bringing a full bag of wine on your next camping trip, these [single-serve vino pouches](https://www.trendhunter.com/trends/future-chateau) are like a Capri Sun variation on wine packaging. Or in the new version of Redbull vodka (because it mixes caffeine and alcohol), you can now purchase [canned coffee wines](https://www.trendhunter.com/trends/19-crimes-canned-wines). ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 10% | Activity: 56% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [TH Video](https://www.trendhunter.com/thvideo) > [Editor Picks](https://www.trendhunter.com/editorpicks) ## Key Themes ### What Makes This Trend Stand Out - **Beerification of Wine:** Opportunity for bringing beer-style branding and packaging to the wine industry, making wine more approachable and less pretentious. - **Eco-friendly Packaging:** Opportunity to innovate sustainable packaging solutions for the alcohol industry, offering more eco-friendly alternatives to traditional bottles and bags. - **Cross-industry Collaboration:** Opportunity for collaboration between coffee and wine industries to create hybrid products, combining the attributes of both beverages. ### Sectors Adopting This - **Wine Packaging:** Opportunity for wine packaging companies to embrace alternative packaging formats inspired by beer and Capri Sun, appealing to a wider consumer base. - **Alcohol Branding:** Opportunity for alcohol brands to explore unconventional branding strategies, targeting younger, more casual consumers and challenging traditional perceptions. - **Coffee and Wine:** Opportunity for coffee and wine industries to collaborate and create innovative coffee-infused wine beverages, catering to consumers looking for new taste experiences. ## Related on Trend Hunter - [Low-Alcohol Canned Wines](https://www.trendhunter.com/trends/tuttavia.md) - [Ready-to-Pour Tinned Spirits](https://www.trendhunter.com/trends/departed-spirits.md) - [Revamped Canned Cocktail Branding](https://www.trendhunter.com/trends/canteen-spirits-1.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Accessible Cooler Packaging](https://www.trendhunter.com/trends/vodka-soda-sunset.md) - [Vibrant Non-Alcoholic Wine Labels](https://www.trendhunter.com/trends/kally-wines.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [RTD Premium Chardonnays](https://www.trendhunter.com/trends/butter-wines.md) - [Eye-Catching Low-Calorie Beers](https://www.trendhunter.com/trends/lowrise.md)