Terlato Wines is offering two of its Seven Daughters wines in fun, portable, pop-top cans. This represents a major growth opportunity for the popular Millennial female-focused brand in a category dominated by value-priced wines.
“Seven Daughters wine in cans is the perfect fit for our savvy, confident and connected consumer,” said William A. Terlato, CEO of Terlato Wines. “This is exactly what consumers want today for casual portable outings such as picnics, pool parties, patio gatherings and more. And the wine inside is exceptional — we’re bringing quality and convenience together in one great-looking package.”
Launching nationally this summer, two varieties of Seven Daughters wine will be available in four-packs of 250ml cans: Moscato Veneto from Italy and Pinot Noir from prime California vineyards for a suggested retail price of $14.99 for the 4-pack containing one liter of wine. The cans are specially lined to preserve varietal character and consistency, and each can contains the equivalent of two 4.2-oz. glasses of wine. Cans are the fastest-growing packaging category for wine in the U.S., up 270 percent over the last year.
Seven Daughters cans are easy to open, chill faster than bottles, have a lighter environmental footprint and can be packed in a tote bag, picnic basket or backpack with no danger of breakage.
Overall, the Seven Daughters brand is up 27 percent in the last year, and Seven Daughters is the #1 Moscato by-the-glass in the U.S. Terlato Wines will support the launch of Seven Daughters Cans through an integrated marketing campaign from Chicago creative agency Schafer Condon Carter (SCC), leveraging the brand’s social media presence with a series of events and sponsorships.
Some of the events featuring Seven Daughters this summer include Adele concerts in more than a dozen cities nationwide, and at Night Nation Runs in four cities. The brand also will host a kick-off event in New York City in September. Print and digital advertising as well as trade and distribution initiatives round out the campaign.
