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Wine has long started working on a renovation. To wash your face, to show yourself younger, closer, to recover consumption figures far away today, but above all, to win the market of the most young people , much closer to beer or trendy drinks.
“There are new consumption habits around wine that allow the growth of new formats. Santa Julia decided to launch canned wine in the country, as we previously did it in the USA where we launched two organic canned wines and Tintillo which is a blend of Malbec Bonarda made through carbonic maceration . Therefore, we already saw the demand in the United States. With that know how we decided to launch it in Argentina,” says Soledad Mayorga, Head of Marketing of Santa Julia, Zuccardi's wine that now comes out in 355 ml cans.
“What happened is that when we broadcast communication in the media, we discovered an imperative need for show wine in a more decontractured way and the consumer, in turn, asked for greater practicality taking into account other consumption habits such as wine on a picnic, a recital or only individual consumption”; contributes.
But the can is not the only format that broke into the wine industry in the last time, Bodega Argentia, from Maipú, incorporated a wine dispenser. A machine that allows you to sell wine by the glass, with software that is handled through a touch screen , and maintaining all the properties of the wine.
In turn, the wine dispenser is used in the Los Aliados bar, which operates in the same winery: “There are very few of these machines in Mendoza and people don't know it. When they see it they are surprised and want to try it,” says Diego Ahumada, one of the owners of the bar. “In turn it has many advantages: allows the customer to taste different wines without being tied to a bottle and keeps the properties intact ”.
For its part, Zuccardi recognizes that canned wine is a necessary test which should have been encouraged:” Canned wine in Argentina is quite a test . We launched this product in mid-December and it is still early to ensure who is the consumer of this format, leaving aside the consumer of Santa Julia Chenin sweet Natural, which is the wine that is inside the can and about which we do have information. What we do know is that the public millennial is the one that most looks for this format for its practicality . It's a kind of audience who wants the easy, without so much return and that the product is easy to understand.”
Thus, wine is transformed into something different, with the same taste as always, but offering new experiences around it. “Whether a wine is good or not is extremely subjective and depends on each person's palate. The advantage of a new format is its practicality to generate new consumer situations,” says Santa Julia's head of Marketing. And even: “People want to take the wine dispenser home,” says the owner of the Bar Los Aliados.
New formats and new experiences, to adapt wine to the times that run.
Publication Date: 30/06/2020
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