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Canned Millennial-Targeted Wines

These Hardys Canned Wines Come in Three Single-Serve Options

— May 11, 2022 — Marketing
These new Hardys canned wines are an accessible lineup of products targeted towards Gen Z and Millennial consumers to enjoy as a foray into the world of wine. Crafted with young consumers in mind, the wines come in three varieties including Chardonnay, Rosé and Shiraz. Each of the wines come in 250ml cans priced at £2.50 each in the UK where they'll launch for sale in June.

Brand Manager Lindsay Holas commented on the new Hardys canned wines saying, "The cans format opens the doors to a whole host of drinking occasions and audiences. Offering a convenient and easily recycled option, we are expecting the cans to be a hit at festivals in the next few months, while also performing well in retail, with their compact size making them perfect for picnics and outdoor summer occasions.”
Trend Themes
1. Canned Wine for Millennials - The trend of conveniently packaged and accessible canned wines for younger generations presents an opportunity for wineries to expand their customer base and cater to a new demographic.
2. Single-serve Wine Options - The demand for single-serve, compact and portable wine options presents an opportunity for wineries to cater to consumers who prefer convenient and easy-to-transport options for outdoor activities and social events.
3. Sustainable Beverage Packaging - The trend towards environmentally conscious packaging, such as easily recyclable canned wine, presents an opportunity for wineries to appeal to younger consumers who value sustainability and eco-friendliness.
Industry Implications
1. Wine Industry - Wine companies can capitalize on the trend of canned wine for younger generations to expand their customer base and appeal to a new demographic.
2. Packaging Industry - The trend towards single-serve, compact and portable wine options presents an opportunity for packaging companies to create innovative packaging solutions that cater to consumers' needs.
3. Event and Festival Industry - The popularity of canned wine, particularly for outdoor events and festivals, presents an opportunity for event and festival companies to expand their offerings and cater to consumers who prefer easily portable drinks.
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