Courtney Scharf Reflects on Lowbrow Alcohol Branding
Alyson Wyers — August 1, 2014 — TH Video
References: youtu.be
In an interesting move in alcohol branding, wine packaging is seeing what Courtney Scharf refers to as the beerification of wine. The Trend Hunter Research Advisor and Editor discusses the blending of worlds in order to make wine less pretentious in her favorite drink packaging examples she's seen on the site.
In what is essentially a lowbrow edition of a classy product, Underwood's ghost packaging is not only a more eco-friendly way to package wine, its alcohol branding also nails this trend on the head. Rather than bringing a full bag of wine on your next camping trip, these single-serve vino pouches are like a Capri Sun variation on wine packaging. Or in the new version of Redbull vodka (because it mixes caffeine and alcohol), you can now purchase canned coffee wines.
In what is essentially a lowbrow edition of a classy product, Underwood's ghost packaging is not only a more eco-friendly way to package wine, its alcohol branding also nails this trend on the head. Rather than bringing a full bag of wine on your next camping trip, these single-serve vino pouches are like a Capri Sun variation on wine packaging. Or in the new version of Redbull vodka (because it mixes caffeine and alcohol), you can now purchase canned coffee wines.
Trend Themes
1. Beerification of Wine - Opportunity for bringing beer-style branding and packaging to the wine industry, making wine more approachable and less pretentious.
2. Eco-friendly Packaging - Opportunity to innovate sustainable packaging solutions for the alcohol industry, offering more eco-friendly alternatives to traditional bottles and bags.
3. Cross-industry Collaboration - Opportunity for collaboration between coffee and wine industries to create hybrid products, combining the attributes of both beverages.
Industry Implications
1. Wine Packaging - Opportunity for wine packaging companies to embrace alternative packaging formats inspired by beer and Capri Sun, appealing to a wider consumer base.
2. Alcohol Branding - Opportunity for alcohol brands to explore unconventional branding strategies, targeting younger, more casual consumers and challenging traditional perceptions.
3. Coffee and Wine - Opportunity for coffee and wine industries to collaborate and create innovative coffee-infused wine beverages, catering to consumers looking for new taste experiences.
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