# Football Fan Canned Wines Constellation Brands' Has a New Canned Wine Brand Called Crafters Union By Katherine Pendrill | Published 2019-07-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/crafters-union References: [delish](https://www.delish.com/food-news/a28280267/canned-wine-corona-svedka/) & [craftersunionwines](https://www.craftersunionwines.com/) Though football has long been dominated by beer, [Constellation Brands](https://www.trendhunter.com/trends/next-round-cocktails)—the parent company of both [Corona](https://www.trendhunter.com/trends/corona-tropical) and Svedka—is hoping to change that with its new Crafters Union brand. Last week, Constellation Brands announced that it has formed a relationship with the [National Football League](https://www.trendhunter.com/trends/victor-solomon) and that it plans to promote its Crafters Union wines as the perfect football beverage. As CEO William Newlands explained, the Crafters Union canned wines are the "perfect format for football games and tailgating." As for the wines themselves, the Crafters Union lineup consists of premium wines in varieties such as pinot grigio, red blend, and rosé. The wines come in beautifully decorated cans that are both light and highly portable. While the idea of canned wine may not seem like an obvious product for football games and tailgating parties, it makes sense considering a significant number of women make up the NFL audience. Image Credit: *Crafters Union.* ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 54% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Canned Wine:** Constellation Brands' Crafters Union brand is disrupting the wine industry by packaging their premium wines in portable and decorated cans. - **Tailgating Wine:** Crafters Union is tapping into tailgating culture by promoting their canned wines as the perfect beverage for football games and tailgating parties. - **Sports Sponsorship:** Constellation Brands' partnership with the NFL presents an opportunity for disruptive innovation in sports sponsorship, particularly in promoting non-traditional game day drinks like wine. ### Sectors Adopting This - **Wine:** Crafters Union's premium canned wines is disrupting the wine industry by introducing a new format that is highly portable and perfect for tailgating and outdoor events. - **Alcoholic Beverages:** Crafters Union's canned wines introduces a new product category in the alcoholic beverage industry, targeting football fans and tailgating culture. - **Sports:** Constellation Brands' partnership with the NFL presents disruptive innovation opportunities in sports sponsorship, particularly in introducing non-traditional game day drinks to the market. ## Related on Trend Hunter - [Football Mom Wine Ads](https://www.trendhunter.com/trends/barefoot-bandwagon-box.md) - [Football-Themed Beers](https://www.trendhunter.com/trends/kickoff-beers.md) - [Approachable Canned Wine Ranges](https://www.trendhunter.com/trends/19-crimes-canned-wines.md) - [Football-Themed Beverage Collaborations](https://www.trendhunter.com/trends/igloo.md) - [Sports-Themed Canned Cocktails](https://www.trendhunter.com/trends/spiked-vodka-cocktail.md) - [Canned Millennial-Targeted Wines](https://www.trendhunter.com/trends/hardys-canned-wines.md) - [Accessible Canned Artisan Wines](https://www.trendhunter.com/trends/canned-wine-co.md) - [Canned Low-Sugar Rosé Wines](https://www.trendhunter.com/trends/think-wine-sparkling-ros.md) - [Fruity RTD Wine Spritz Cans](https://www.trendhunter.com/trends/wine-spritz.md)