Electric Rosé Offers a Distinctly Packaged Wine Product
Mishal Omar — October 6, 2017 — Marketing
References: electricrose.co & thedieline
While boxed wines are highly familiar with consumers at this point, those packaged in plastic pouches like the products Electric Rosé offers are likely to be completely new territory for wine lovers.
Many consumers grew up drinking Capri Suns, the difficult-to-pierce plastic pouches that required a sharp straw and steadfast commitment to pierce the pouch to get to the juice inside. The Electric Rosé Wine Company is seeking to evoke a sense of nostalgia in consumers, but with a much more sophisticated twist. Instead of juice, the pouches contain rosé, and can be sipped through their accompanying straws once the pouches are pierced.
As of now, the unique adult beverages are sold in only a handful of states, but are seeking to expand across America.
Many consumers grew up drinking Capri Suns, the difficult-to-pierce plastic pouches that required a sharp straw and steadfast commitment to pierce the pouch to get to the juice inside. The Electric Rosé Wine Company is seeking to evoke a sense of nostalgia in consumers, but with a much more sophisticated twist. Instead of juice, the pouches contain rosé, and can be sipped through their accompanying straws once the pouches are pierced.
As of now, the unique adult beverages are sold in only a handful of states, but are seeking to expand across America.
Trend Themes
1. Plastic Packaged Wines - There is a trend of wine companies packaging their products in plastic pouches, providing a unique drinking experience.
2. Nostalgic Packaging - Brands are tapping into consumer nostalgia by offering products with packaging reminiscent of childhood favorites like Capri Suns.
3. Convenience-focused Packaging - Packaging innovations like plastic pouches with accompanying straws offer consumers a convenient and portable way to enjoy their beverages.
Industry Implications
1. Wine Industry - Wine companies can explore the opportunity to differentiate themselves by experimenting with unique packaging solutions.
2. Beverage Packaging Industry - The beverage packaging industry can capitalize on the trend of plastic pouches by offering innovative designs and solutions for various drink products.
3. Nostalgic Branding Industry - Branding agencies can partner with companies to create packaging designs that evoke nostalgia and resonate with consumers on an emotional level.
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