19 Crimes introduces the Throuple Bottle prototype, which is designed for Valentine's Day. The company considers Throuples to push the boundaries on the idea of the traditional couples. This concept stemmed from the idea that younger generations see monogamy from a different lens.
Research showed that 1/5 of Gen Z and Millennials consider the idea of monogamy outdated. The Throuple bottle is a 1,125 ml vessel which falls between between the standard size of 750 ml and the magnum size of 1.5 liters. This insinuates that it can be shared in a three-sided relationship. It will be a red wine libation and is detailed with a red heart motif on the front of the packaging -- there has yet to be an official announcement of the launch.
Image Credit: 19 Crimes
Key Themes Behind This Trend
- Throuples
- The concept of Throuples is pushing the boundaries on the idea of traditional couples, appealing to 1/5 of Gen Z and Millennials who consider monogamy outdated.
- Non-traditional Bottle Sizes
- The Throuple Bottle's size of 1,125 ml falls between the standard 750 ml and 1.5 liters, providing an innovative option for shared consumption in three-sided relationships.
- Inclusive Packaging Design
- The red heart motif on the front of the Throuple Bottle packaging showcases a visually appealing and inclusive design concept for Valentine's Day.
Where This Applies
- Wine
- The Throuple Bottle disrupts the wine industry by catering to the changing preferences of younger generations and their interest in non-traditional relationship dynamics.
- Packaging
- The inclusive packaging design of the Throuple Bottle presents a disruptive opportunity to create more diverse and appealing packaging options for various products.
- Beverage
- The introduction of the Throuple Bottle challenges the norms of the beverage industry, offering a unique and innovative option for shared consumption in non-traditional relationships.
