Vintage Wine Estates' GAZE Wine Cocktail is an innovative new effervescent wine cocktail that's low in calories and unconventionally packaged. While many wine producers are now releasing a variety of products in portable and recyclable canned formats, Vintage Wine Estates opted to package its GAZE Wine Cocktails in recyclable aluminum bottles with twist-off closures.
Targeting active consumers who are passionate about wellness, GAZE Wine Cocktails are offered in unique varieties like Coconut Water-Chardonnay-Moscato and Blueberry-Pomegranate Moscato. According to Vintage Wine Estates president Terry Wheatley, "We noticed many consumers who enjoy wine also practice a lifestyle that includes fitness, yoga, meditation, outdoor activities, self-care and other positive pursuits. We wanted to appeal to them by combining wine with some of their favorite ingredients in a modern, fun, easy-to-enjoy wine cocktail."
Key Themes Behind This Trend
- Portable Wine Cocktails
- The trend of packaging wine cocktails in portable formats like cans and aluminum bottles presents an opportunity for disruptive innovation in the wine industry.
- Low-calorie Wine Cocktails
- The trend of offering wine cocktails with low calorie content opens up possibilities for disruptive innovation in the beverage industry, catering to health-conscious consumers.
- Wellness-driven Alcohol Products
- The trend of targeting active consumers and combining alcohol with wellness-oriented ingredients creates opportunities for disruptive innovation in the alcoholic beverage industry.
Where This Applies
- Wine Production
- The wine production industry can explore disruptive innovation by incorporating portable and low-calorie wine cocktail offerings to appeal to health-conscious consumers.
- Beverage Packaging
- The beverage packaging industry has the chance to disrupt the market by providing innovative and sustainable packaging solutions for wine cocktails, such as recyclable aluminum bottles.
- Alcoholic Beverage Manufacturing
- The alcoholic beverage manufacturing industry can seize the opportunity to disrupt the market by developing wellness-driven alcohol products that cater to active consumers' desires for healthy indulgence.
