# Canned Wine Packs This Californian Rosé Wine is Packaged in a Case Like Beer By Laura McQuarrie | Published 2016-05-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/rose-wine References: [thedieline](http://www.thedieline.com/blog/2016/5/3/the-drop) 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](https://www.trendhunter.com/trends/le-petit-poulet-ros-boxed-wine) 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](https://www.trendhunter.com/trends/slim-cans). These individual cans are grouped into sets of four and are sold just like a [multi-pack of beer](https://www.trendhunter.com/trends/country-water), 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." ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 35% | Activity: 38% | Freshness: 8% - Audience gender: 70% men, 30% 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 Packaging:** The trend of packaging wine in cans, similar to beer, appeals to millennial men who are more likely to drink rosé when it is presented in a more casual and familiar manner. - **Youthful Alcohol Brands:** The rise of alcohol brands targeting a younger demographic, like The Drop, by adopting playful taglines and casual packaging to appeal to the millennial market. - **Broadening Appeal of Rosé Wine:** To attract a wider audience, brands like The Drop are redefining the perception of rosé wine as elegant and sophisticated by presenting it in a more approachable and relaxed way. ### Sectors Adopting This - **Wine Packaging:** Canned wine packaging presents an opportunity for wine brands to appeal to a broader audience by adopting a more casual and familiar packaging style, similar to beer packaging. - **Alcohol Brands:** Youthful alcohol brands are disrupting the industry by targeting millennial consumers with playful taglines, casual packaging, and innovative product offerings, like canned wine. - **Beverage Marketing:** The marketing of wine, particularly rosé, is shifting to appeal to millennial men by positioning the product as more casual and approachable, similar to beer marketing strategies. ## Related on Trend Hunter - [Canned Millennial-Targeted Wines](https://www.trendhunter.com/trends/hardys-canned-wines.md) - [Low-Alc Canned Rosés](https://www.trendhunter.com/trends/sovi.md) - [Ready-to-Sip Sparkling Canned Wines](https://www.trendhunter.com/trends/jam-shed-bubbly-ros.md) - [Psychedelic Canned Wines](https://www.trendhunter.com/trends/waves-wines.md) - [Gen Z-Specific RTD Wines](https://www.trendhunter.com/trends/vinarchy.md) - [Approachable Canned Wine Ranges](https://www.trendhunter.com/trends/19-crimes-canned-wines.md) - [Canned Rosé Spritzers](https://www.trendhunter.com/trends/spritz-in-a-can.md) - [Eco-Friendly Rose Wine Packaging](https://www.trendhunter.com/trends/vinca-organic-pale-ros.md) - [Aluminum Rosé Bottles](https://www.trendhunter.com/trends/fitvine-bubbly-rose.md)