BACKGROUND

This is a brand we developed for Constellation Brands in 2012 to target Millennials. In 2015, insights revealed that many were drinking wine at the wrong temperature.

Shopping patterns have also changed, with more wine being bought from the chiller in the supermarket, immediately prior to consumption.

A further insight is that an increasing number of Millennials are seeking wines that are lighter in alcohol and calories.

 

 

THE STRATEGY

VNO Skinny is a lighter wine that has a temperature controlled label, which indicates when it is at the perfect temperature for drinking.

The unique label shows a blue pattern and the words 'chilled and ready' when it hits its temperature, with each varietal having their own ideal temperature.

Point of sale, experiential sampling, radio, print and digital communications were developed to promote the wine, which also received greater share of the supermarket chiller as a result of the packaging technology.