The explosion of canned wine's popularity reflects on-the-go lifestyles
Implications - Appealing primarily to millennials, canned versions of wine products are becoming more and more popular. A far cry from the pretension that's so often perceived to be part of wine culture, this more casual approach speaks to younger consumers' desire for playful takes on classic products, and a more portable design.
Workshop Question - What lifestyle trends does your branding tap into and what does that convey to your consumer?
Trend Themes
1. Casual Approach Towards Wine - The trend of a more casual approach towards wine products is growing, as consumers seek playful takes on classic products and a more portable design.
2. Gendering of Wine - The trend of gendering wine products is growing, as seen in the release of 'Mancan,' a canned wine beverage specifically designed for men.
3. Packaging Like Beer - The trend of packaging wine products like beer is growing, as seen in the creation of 'The Drop,' and individual cans that are grouped into sets of four and sold like a multi-pack of beer.
Industry Implications
1. Wine Industry - The wine industry can capitalize on the trend of a more casual approach towards wine products by innovating with playful packaging designs and creating more portable versions of their products for on-the-go consumers.
2. Packaging Industry - The packaging industry can innovate by creating new packaging designs for wine products that are more user-friendly and appeal to consumers seeking a more casual approach towards wine.
3. Beverage Industry - The beverage industry can capitalize on the trend of packaging wine products like beer by innovating with individual cans grouped into multi-packs and marketing towards younger male consumers who may prefer wine in a more familiar packaging format.
