Groove Wines

Groove Wines is a small family wine company from Petaluma, California.

Groove produces 7 high quality wines from specific AVAs in California that are packaged in 250 ML cans.

Canned wines are not new to the wine category but high-quality wine in stylish cans is new to the DTC consumer market. The modern canned wine market is currently in the process of “premiumization” and proving its worth in portability, portion control, and green credibility.

In 2021 Groove needed help launching their wines in the DTC market, shaping their go-to-market strategy, packaging, and influencer/podcast industry contacts.

Assignment: Brand Strategy and Creative Development, Audience Segmentation, Social, Collateral, Video content, Series development, Web and POS development, PR

PACKAGING:

UNLO helped Groove develop green DTC packaging that would allow the fragile 250ML cans to arrive to customers undamaged and with a minimum of cardboard. The packaging created was also designed to double as gift packaging with a distinctive look and feel.

QR CODES

Custom QR codes were developed and placed on the cans to provide the consumer with lifestyle content, farming information and complete ingredient transparency that is becoming the desired norm for the millennial customer.