Rosé wine could be described as elegant, sophisticated and feminine, while something like beer might be associated with the exact opposite of these traits. In order to relax the rosé wine category and broaden its appeal, Safari Sundays created a design for Mangrove Estates that appeals to a growing number of Millennial men who are drinking rosé.
'The Drop' is a new wine brand that packages its rosé in slim single-serve cans. These individual cans are grouped into sets of four and are sold just like a multi-pack of beer, which will be familiar to many men who are frequent beer drinkers.
Along with adopting a more casual packaging system overall, The Drop shows off its attitude as a youthful alcohol brand with playful taglines like: "Quality grape-age, no breakage."