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Brief Published: 23 May 2016

Wine Packaging for Millennial Males

The Drop

Hoping to appeal to modern male consumers, US drinks company Mangrove Estates has teamed up with New York design collective Safari Sundays to give the packaging for its new rosé wine a more masculine edge.

The new varietal, called The Drop (the make-or-break moment a surfer decides to paddle directly into a wave as it breaks behind them), evokes energy and adrenaline with its bold and dynamic visual solution. Steering clear of the feminine, elegant visual cues usually associated with rosé wine, the solid design features a central block of text set atop an illustrative lobster smashing a corkscrew. The look is far more aligned with the beer category than wine – see Brand Stretch for more on borrowing visual cues from other categories.

The tinned, lightweight packaging solution is also well-suited to today’s on-the-go consumption habits. For more on this topic, see Packaging Futures 2016/17: Fast Consumption.

The strategy seen here is reflective of a wider category shift as wine brands look to connect with younger audiences, who simply want a satisfying and delicious drinking experience – without the intimidation of the category’s complex jargon and extensive remit.

For a deeper look at more relaxed wine retail strategies, see Try-Before-You-Buy Wine Strips, Sonic Wine Bar, Wine Subscription Service and App Simplifies Alcohol Purchases. To see how brands are communicating with informed and independent female drinkers, see Alcohol’s New Female Focus.