11 Jun Thinking outside the bottle; innovative packaging from local winery
Packaging plays one of the most significant roles in the success of any beverage producer.
Wine is typically packaged in 750 milliliter glass bottles. But that’s changing. In recent years, there has been a significant increase in canned wine, thanks to the rise in millennial drinkers. Canned wine has proven convenient and extremely popular, creating a new buzz in the wine industry. Sales of canned wine saw dramatic increases in 2018. In 2019, the industry expects to see the launch of more canned wines as their popularity continues to skyrocket.
The majority of wine consumers are now millennials. They’re shaping the future of the wine industry. Millennial wine drinkers are not as interested in brand loyalty as previous generations have been. Young wine lovers are focused more on what catches the eye.
One local winery has created its own version of an eye-catching package with convenience and portability. Two Mountain Winery in Zillah has just released a creative three-bottle pack of its 2018 rosé. The 250 ml bottles are designed to be single-serve and enjoyed as a bottle or a glass.
The three-packs were designed to bridge the gap between the traditional 750 ml bottles and the various alternative packaging seen on retailer shelves. It maintains the fun, convenience and size of alternative packaging but offers consumers the opportunity to enjoy the benefits in a more elegant fashion than the popular can.
It isn’t surprising to know that Two Mountain Winery is owned by a couple of progressive millennials. Matt and Patrick Rawn are intentional in creating an environment that welcomes guests of all ages. Each has a friendly, approachable personality that carries into their brand and business decisions. The creative, approachable packaging of this wine is an extension of their brand and their personalities.
“We like casual elegance here,” says Matt Rawn. “We wanted to do something other than a can, something with a bit of elegance to it. This is what we came up with. It’s been extremely popular. … It’s a fantastic rosé. It’s not sparkling. It’s not sweet. It’s a dry rosé. It’s portable and convenient. You can take it on the go but not be afraid to have it at a dinner party. It’s fun; just pop the top and you’re set.”
The single-serve bottle offers a relaxed, less intimidating option for drinking wine while providing a quality wine experience.
“Consumers love it,” says tasting room manager Susie McFerran. “It’s perfect for those who don’t want to open a traditional bottle of wine. They can open one small bottle and enjoy it without leaving an open bottle of wine in the refrigerator.”
Both the 750 ml traditional bottle and the 250 ml three-packs will be released in the tasting room on May 25.
“Last year, our rosé sold out in the tasting room in four days,” says McFerran. “I expect the three-packs will sell out first. They won’t last long.”
If you are looking to stock up on wine for boating, camping, hiking or picnics, this is the perfect three-pack for you.
Try it yourself
■ 2018 Two Mountain Winery rosé, Yakima Valley: 750 ml bottle $18, three-pack of 250 ml bottles $22; 51 percent cabernet franc, 49 percent cabernet sauvignon. This rosé opens with aromas of strawberry, raspberry and floral hints followed by flavors of cranberry, strawberry and rhubarb, with a wonderfully firm acid on the finish.