Vin Crowd works together with clothing e-retailer Nasty Gal on a new wine brand that is ready-to-drink. This collaboration caters to the student demographic of Gen Z.
Vin Crown's Brand Manager Fiona Nicholls states, "Nasty Gal taps into a young shopper demographic; for us this is the of-age drinkers and students. We know from how these shoppers interact that they are looking for social tribes and this reflects in what they purchase." It is a pink spritz drink that is the perfect summer option. Each can is only 91 calories and the flavor currently offers 'Strawberry Feels Forever.' This collaboration goes beyond just the libation and also sees more opportunities to engage with the shopping audience.
Image Credit: Vin Crowd
Key Themes Behind This Trend
- Canned Wine Spritz
- The rise of canned wine spritz provides a disruptive innovation opportunity for beverage and alcohol industries to appeal to the younger demographic like Gen Z and college students.
- Low-calorie Drinks
- Low-calorie drinks like Vin Crowd's fruity canned wine spritz are becoming increasingly popular among health-conscious consumers and can create disruptive innovation opportunities for the food and beverage industry.
- Brand Collaborations
- Collaborations between brands, such as Vin Crowd and Nasty Gal, can create innovative products and provide brands with opportunities to expand their target audience.
Where This Applies
- Alcohol Industry
- The alcohol industry could benefit from developing new products like Vin Crowd's canned wine spritz to attract the younger demographic and meet the demand for healthier alcoholic beverages.
- Fashion Industry
- Fashion brands like Nasty Gal can use collaborations with other industries to diversify their product offerings and appeal to wider audiences, while also providing a unique shopping experience.
- Marketing Industry
- The marketing industry can leverage brand collaborations like Vin Crowd and Nasty Gal to create unique and engaging campaigns that resonate with target audiences.
