Launch Region's First Canned Wine
Design & launch Amador County's first canned wine, a slightly effervescent Moscato
objective
the details
0->1 Timeline: 12 months
Sector: Wine, Premium CPG
Goals: Increase Traffic, Create Media Buzz, and Grow Revenue
Sector: Wine, Premium CPG
summary
One of Vino Noceto's key values is creative innovation. As such, they sought to launch their slightly sparkling Moscato, called Frivolo, as a canned wine. This would be the company's first foray into canned products.
problem
Winery Wants to Launch a Canned Wine & Has No Experience with Canned Products
Research, Design, Market, & Launch a Canned Wine
When I joined Vino Noceto, my predecessor had already convinced the owners to release the region's first canned wine. Grapes had been purchased and crushed, waiting in tanks until canning. However, there'd been zero User and Competitor Research. Moreover, existing mockups lacked the quality and precision of Noceto's other product lines. Important details, like volume and dimensions, hadn't been finalized.
Applying my extensive knowledge of user/market research, marketing, and product innovation, I jumped in to make Frivolo in a Can a huge success, seeking to generate revenue, traffic, and media buzz.
research & findings
Starting with Logistics & Pricing
Two of the key decisions when canning are product size and bundling method. In terms of the can's volume, competitor research suggested two common sizes 187ml (slim can) and 355ml (beer-style can). We quickly selected the 187ml slim can for two logistics and pricing-related reasons. First, if bundled in a four-pack, the slim can volumetrically equalled a single bottle of wine. This direct relationship simplified pricing and logistics. Second, at smaller volumes, we could keep the single can price under $5 while maintaining 35%+ profit margins.
When considering bundling methods, we perused stores with large beer selections. While many of the larger producers used boxes, we quickly realized that boutique beer shops often selected PakTek snap tops. When working the canning line, you can quickly "snap" the can into its recycled plastic 4-pack handle. This allows the label to stay on full display and saves time and money on packaging and design costs.
research & findings, continued
User Research that Doubles as Marketing
After finalizing can dimensions and packaging, I selected a designer experienced with both wine and canned products. In the first iteration of mock-ups, he sent us three options. When the internal team didn't like any of them, we asked for another iteration. The next time, the designer sent six mock-ups. They were better, but we still didn't love them. So we headed into User Research.
Vino Noceto has a strong brand following. Its customers jump on chances to give product feedback. Plus, sharing mock-ups of potential product designs doubles as marketing. To that end, I posted all six of the second round designs to Vino Noceto's social media and asked followers for feedback. Since the majority of Noceto's wine drinkers represent older demographics, I focused outreach on Facebook.
The Clear Standout Looks Too Much Like Grape Juice
The top-right design with Frivolo printed vertically up the label was the runaway customer favorite. Customers had great nuggets of feedback, including:
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I really like this one but would pull the F down a bit, it looks like its more part of Noceto than Frivolo. I love the leave and walnut logo tie in and the font of Noceto really keeps the symmetry with the entire brand! I can't wait to try some!
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Love this one - love the colors and the flow of it and yes, the "F" would probably look better down lower.
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Love this one the best! Very catchy. I would agree with pulling the F down a tad. Exciting!
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My favorite! Fun and flowy! I think the F is ok where it is because it's a larger font.
However, even as some named the winner, others expressed strong hesitation. In particular, the internal team was concerned that the can was marked with purple juice when the wine, itself, is white. So we went back to the designer and said to stick with the breezy curves of text running vertically up the can. However, we asked him to lose the purples and embrace a fresher, more modern style.
research & findings, continued
Doubling Down on User Research
Our first round of soliciting user feedback had been a wild success. Tasting Room customers were asking about release dates, hoping to get a can in time for summer boating trips. Fortunately, as soon as the designer's next mockup hit our inbox, we knew we had a winner. We were almost certain that Noceto fans would agree with our palette selection but wanted to continue generating buzz via word of mouth marketing.
Sunshine in a Can
Customers loved all three color schemes, but there was a clear winner. The orange and yellow can received wildly positive feedback:
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As a most happy wine club member, the orangey-gold can. But they all look great!
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Orange/Yellow---happiness in a can!
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Orange and yellow has my vote!
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I like the yellow and orange best....it is really noticeable!
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This color is my favorite! The yellow and orange is like happiness and sunshine
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This one... depicts #sunshine perfectly. ❤
After receiving the last round of user feedback, we had our final design. We refined the details and then got to work securing legal label approvals and printing the cans.
application
The Final Design in Action
results
Five-Year ROI of 687%
overall sales for release month up 28%
product release featured in Northern California newspapers and magazines
The product was a wild success, generating both online and in-person sales. The release also generated significant Tasting Room traffic. In the 45 days after official product launch, visitations were up 16% relative to the previous year. Revenue increased across all sales channels and products, with overall revenue shooting up 28% in the month following the can's release. Moreover, through early adoption of innovative packaging design, Vino Noceto was able to obtain significant free marketing.
One year after release, ROI on the canned wine was 117%. Five years after release, it had shot up to 687%. Due to shifting trends in consumer habits following the pandemic, the canned wine was discontinued from the winery's lineup after five years. This decision is in line with company strategy, as the winery specifically targets innovative products with medium-term return potential, regularly releasing unique, buzzworthy products while maintaining a tight portfolio.