ARIEL Vineyards Appeals to Savvy, Sober-Curious Drinkers
Laura McQuarrie — December 5, 2024 — Marketing
References: jlohr
J. Lohr Vineyards & Wines unveiled a fresh new brand identity and packaging for premium alcohol-removed wine brand ARIEL Vineyards. In doing so, the brand reaffirms its place in the booming non-alcoholic beverage category, and appeals to the growing numbers of consumers with shifting preferences. As J. Lohr Vineyards & Wines shared in a press release, "Gen Z is drinking 20% less alcohol than previous generations at their age."
To familiarize themselves with ARIEL Vineyard' Cabernet Sauvignon and Chardonnay sourced from J. Lohr Vineyards & Wines' more than 4,000 acres of Certified California Sustainable estate vineyards, consumers can scan the QR code on the back label to learn more about the traditional methods used to produce the premium alcohol-removed wine.
To familiarize themselves with ARIEL Vineyard' Cabernet Sauvignon and Chardonnay sourced from J. Lohr Vineyards & Wines' more than 4,000 acres of Certified California Sustainable estate vineyards, consumers can scan the QR code on the back label to learn more about the traditional methods used to produce the premium alcohol-removed wine.
Trend Themes
1. Alcohol-free Premium Wines - Premium alcohol-removed wines like ARIEL Vineyards cater to health-conscious consumers seeking quality and indulgence without alcohol.
2. Sober-curious Movement - The growing sober-curious movement finds appeal in premium, non-alcoholic beverages, reflecting a shift in social drinking cultures.
3. Interactive Wine Experiences - QR code-enabled wine bottles offer an enhanced, educational experience for consumers eager to learn about production processes.
Industry Implications
1. Non-alcoholic Beverage - The non-alcoholic beverage industry is expanding rapidly as brands innovate to provide quality alternatives to traditional alcoholic drinks.
2. Digital Marketing - Digital marketing strategies incorporating QR codes are enhancing consumer engagement by providing instant access to product information and storytelling.
3. Sustainable Agriculture - There's an increasing focus on sustainable agriculture within the wine industry, with consumers highly valuing environmentally friendly production practices.
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