# Millennial-Targeting Wine Cans These Canned Wines Have a Carefree Brand Identity By Mishal Omar | Published 2016-10-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/wine-can References: [thedieline](http://www.thedieline.com/blog/2016/10/10/backpack-wine-cans) & [backpack.wine](http://www.backpack.wine/) The 'Backpack Wine Co.' has aimed to create a [youthful brand identity](https://www.trendhunter.com/trends/mullet) associated with the wine cans it offers. Most consumers are aware of the fact that wines are usually offered in [glass bottles](https://www.trendhunter.com/trends/basic-cellars), making the fact that Backpack Wine Co. offers them in cans a novelty that people are likely to be attracted to. The wine cans are offered in a 'Cheeky Rose' and 'Snappy White' and are perfectly designed for occasions like outdoor events and parties. The cans have black backdrops and feature a variety of patterns that, coupled with the photos of young models enjoying them, creates an overall brand identity that focuses on youthful, carefree lifestyles. These wine cans are able to perfectly execute the brand's goal of appealing to the Millennial demographic. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 60% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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:** The trend towards canned wine continues as brands like Backpack Wine Co. appeal to outdoor events and parties. - **Youthful Brand Identity:** Backpack Wine Co.'s youthful brand identity, featuring young models and playful patterns, is a trend for brands targeting the Millennial demographic. - **Novelty Packaging:** Consumers are attracted to novelty packaging and the trend towards canned wine offers brands the opportunity to stand out with unique packaging options. ### Sectors Adopting This - **Wine Industry:** The wine industry has the opportunity to appeal to younger demographics by focusing on novelty packaging and marketing tactics. - **Outdoor Events Industry:** The outdoor events industry can capitalize on the trend towards canned wines, offering a unique and convenient beverage option for attendees. - **Marketing Industry:** The marketing industry can offer expertise to wine brands looking to appeal to Millennial consumers with youthful brand identities and creative packaging options. ## Related on Trend Hunter - [Gen Z-Specific RTD Wines](https://www.trendhunter.com/trends/vinarchy.md) - [Accessible Millennial-Targeted Wines](https://www.trendhunter.com/trends/my-fave-wine-range.md) - [Approachable Canned Wine Ranges](https://www.trendhunter.com/trends/19-crimes-canned-wines.md) - [Psychedelic Canned Wines](https://www.trendhunter.com/trends/waves-wines.md) - [Low-Alcohol Canned Wines](https://www.trendhunter.com/trends/tuttavia.md) - [Canned Low-Sugar Rosé Wines](https://www.trendhunter.com/trends/think-wine-sparkling-ros.md) - [Accessible Canned Artisan Wines](https://www.trendhunter.com/trends/canned-wine-co.md) - [Contemporary Accessible Wine Collections](https://www.trendhunter.com/trends/bink-wines.md) - [Vibrant Non-Alcoholic Wine Labels](https://www.trendhunter.com/trends/kally-wines.md)