Canned Wine Range Digs Deep in New Design
A collection of 250ml canned wines from Fourth Wave Wine launches with design and strategy by drinks design agency Denomination (denomination.design).
Fourth Wave Wine has one of Australia’s most dynamic portfolios of modern wine brands and a reputation for innovation, so Denomination ensured that the strong brand personality of its bottled ranges translated successfully to a slimline can that works in 360-degree format, within the restrictions of can printing. The design emphasizes the quality of the collection to show consumers that canned wine is as high in quality as bottled wine.
Rowena Curlewis, CEO, Denomination, said: “Canned wine is a relatively new concept, and Fourth Wave Wine needed to communicate the benefits of the form change as well as the quality of the product inside.”
Silver and gold foiling is used throughout the design of the cans to communicate quality. The premium cues used to illustrate the wines’ attributes, such as medals and tasting notes, replace the usual outdoor and on-the-go messaging associated with cans to encourage consumers to think about canned wine as a way to drink less at one sitting and help prevent wastage.
Conventional 750ml wine bottles are often too big, potentially leading to drinking beyond consumers’ original plans and excess wine being poured down the drain. The 250ml format, which is still a relatively limited sector, addresses this problem as a single-serve to-go option.
The brands turned into the four-can cluster format include Le Chat Noir from France, Hootenanny Sauvignon Blanc from New Zealand, Take it to the Grave Shiraz and Pinot Noir from Australia, Elephant in the Room Pinot Noir and Chardonnay from Australia and Mascareri Prosecco from Italy.