Young people today no longer like to drink wine seriously. In the past, when people mentioned wine, they would always think of elegant standard outfits such as evening gowns and suits. But as the age of the market population shifts, keeping aloof may not be accepted by the new generation of young people, and wine brands realize that they have encountered a big problem.
According to a survey by the American Wine Commission, the main audience of wine has now shifted to millennials, and the drinking population between 21 and 35 years old accounts for 36% of the total. In order to attract the attention of this group of people, wine brands have begun to transform, and there have been obvious changes from packaging design to promotional concepts. The most prominent feature is that more and more wine brands have begun to use aluminum cans for packaging.
The Mancan wine brand first began to try to save delicious wine from bulky glass bottles. Their target audience is young people and new fathers who love to watch football games, and they can carry it with them on the football field and during sea trips. As for the technical feasibility of using aluminum cans to package wine, the Mancan brand also explained that they added a lining inside the aluminum cans so that the wine would not directly contact the aluminum and the taste would not be affected.
"Our goal is to try to remove the high threshold standards for drinking wine. Using aluminum cans brings more convenience to drinking wine," said Graham Veysey, the founder of Mancan, adding, "and it won't make you bankrupt."
Mancan also has a simple and crude slogan "Shut up and drink".
In addition to retaining the original glass wine series, Underwood wine has begun its aluminum can journey. This time they focus more on publicity. In the past, when tasting wine, you may have to add a sentence "Oh, I smell the fragrance of purple grapes in summer", but young people in their 20s and 30s don't buy this. Underwood has shot a series of advertisements to satirize those who "work hard" to drink wine, trying to convey the relaxed atmosphere of "Wine doesn't have to be this hard".
The strategy of creating a relaxed atmosphere has indeed worked. The output of Underwood wine has jumped from 80,000 bottles in 2014 to 1.7 million bottles this year.
Although rebelcoast wine does not use aluminum can design, it has also put a lot of effort into packaging. rebelcoast added some loud slogans on the packaging, "reckless love" and "Sunday Funday", which made rebelcoast stand out in the complicated wine market. The main focus on young people has made rebelcoast's sales soar from US$210,000 in 2013 to US$2.5 million this year, which has not been fully counted.
"When you walk in the wine lounge, you will see thousands of bottles of wine to choose from, but they all look the same and boring. Young people today need something new," said Chip Forsythe, founder and CEO of Rebelcoast. "Our success is precisely because of this."
Nowadays, more and more young people are choosing Rosé Wine as a choice other than wine. According to statistics, two Rosé Wine festivals were held in the five major cities in the United States in the past year. More than half of Americans have the habit of drinking Rosé Wine, and the target audience is around 32 years old. Drop is a successful wine brand that puts Rosé Wine in aluminum cans and even developed a new nickname "brosé", rosé for bros (red wine for friends and brothers).
These wine brands have all used the most popular social networking platforms for marketing. Drop launched "That Rosé Life" on INS, which attracted the enthusiastic participation of many netizens. Of course, the intoxication of the wine brand itself is attractive enough.
"We want to set an industry benchmark to prove that drinking wine doesn't have to be stressful, just enjoy it," said Alexis Beechen, co-founder of Drop.
