London-based wine subscription and delivery service Garçon Wines has designed the UK's first wine bottle slim enough to slide through a standard-sized letterbox.
Designed by entrepreneur and Garçon Wines founder Joe Revell, the flattened 750ml bottles are made from tough, glass-like plastic and are packaged in a sturdy box that can withstand the postal process. Deliveries are available to Garcon Wines club members on a daily, weekly or biweekly basis at a cost of around £10 ($12) per bottle.
The subscription service was inspired by the needs of fast-consuming and time-starved urban consumers with busy lifestyles, who are seeking ways to save on time and inconvenience. Millennial wine drinkers – who are out during the day and have limited time to collect missed deliveries from the mail depot – are the target market.
This packaging innovation follows on from concepts such as US wine subscription service Vinebox, which delivers a selection every month in 100ml vials, complete with tasting notes and pairing suggestions.
These concepts perfectly align with our Fast Consumption Innovation Platform, which explores how brands and products are being tailored to mainstream audiences while retaining a premium edge. See Packaging Futures 16/17: Fast Consumption for more. For other branding developments and visual cues coming through in this industry, see Alcohol Packaging Trends.
As explored in Activating At-Home Foodies, part of our Kitchen of the Future Industry Trend, these kinds of products are sure to appeal to 'everyday connoisseurs', who want to enjoy easy accomplishments and knowledge-sharing as part of their domestic culinary pursuits.