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Conveniently Canned Wines

The Beefsteak Club Mendoza Malbec is Targeted at Under-28 Consumers

— June 21, 2020 — Marketing
The Beefsteak Club Mendoza Malbec wine has been launched by Ehrmanns Wines in the UK as a new offering for consumers that will provide them with a convenient option to enjoy instead of purchasing conventional bottles. The wine is packaged in 250ml cans that are compact and also 43% lighter than a glass bottle of equivalent size, which will lower fuel consumption as well as the carbon footprint in the supply chain. The wine is targeted towards under-28 consumers thanks to its convenient, accessible profile that can be enjoyed easily at leisure.

The Beefsteak Club Mendoza Malbec wine was touted by Marketing Manager at Ehrmanns Susannah Taylor who said, "Cans are a liberating and unpretentious format, which we feel is the perfect fit for Beefsteak Club. They are also ideal for this period where friends and family are being encouraged to meet outdoors. Light weight small serves are great for enjoying by the barbecue, at a picnic, or for taking to the beach. Malbec can benefit from light chilling on a hot summer’s day, and cans make this easy.”
Trend Themes
1. Convenient Packaging - The trend of packaging wine in convenient cans provides a disruptive innovation opportunity for the beverage industry.
2. Eco-friendly Packaging - The use of lightweight cans to package wine presents a disruptive innovation opportunity for sustainable packaging solutions in the wine industry.
3. Appealing to Younger Consumers - Targeting under-28 consumers with convenient and accessible wine options creates a disruptive innovation opportunity for brands to attract and retain younger demographics.
Industry Implications
1. Beverage - Conveniently canned wines present a disruptive innovation opportunity for the beverage industry to cater to changing consumer preferences.
2. Packaging - The trend of packaging wine in lightweight cans offers a disruptive innovation opportunity for the packaging industry to develop more sustainable and efficient packaging solutions.
3. Wine - Targeting under-28 consumers with conveniently packaged wines creates a disruptive innovation opportunity for the wine industry to tap into new market segments and boost sales.
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