The maker of Corona and Svedka, Constellation Brands has partnered with the NFL (National Football League) to introduce its new Crafters Union wine in a can. William Newlands, CEO Chief Executive Officer and Director of Constellation Brands highlighted Crafters Union, their new brand canned wine, which they have tagged as “perfect format for football games and tailgating.” It seems like they have big plans with the promotion of Crafters Union, which may be aligned with football watching this coming season.
This crafters union launch is likely to be inspired by the company’s success in its Kim Crawford brand, which was aligned with the U.S. Open along with the innovation in Svedka Rose Vodka product. The company is pushing the boundaries of wine into sporting events and also into new categories of the liquor industry. In addition to this, the Constellation brands R&D department also indicates that the consumers are comfortable with a can format for wine.
Along with this, the changing lifestyle and the growing number of wine drinkers likely to prefer the convenience of cans to the hassle of locating a corkscrew and a glass.
However, the canned vino is not a brand new idea as many companies have already served up a canned option. Must say that it’s an easy & portable and also a great option as it prevents the need for opening a full bottle as well as, most cans hold up to 2 glasses. According to Nielsen, global measurement and data Analytics Company, there are more than 20 wine brands sell close to 400 different wines in cans.
The company’s brand, Crafters Union range include pinot grigio, red blend, and rosé. They could soon add more varieties in the existing offering.
CEO, Newlands said that they are also looking at single-serve Kim Crawford in a can. He further added it’s a great package for on-the-go and certain summer events.