The beer of wine

TV | DIGITAL | SOCIAL

14 Hands wine was entering the crowded canned wine category.

Bottles of 14 Hands had been around for over a decade, and its reputation as a quality wine at a value price was firmly entrenched. But the brand wasn’t attracting the modern drinker who was increasingly seeking exciting new beverage experiences. Growth had stopped and the brand had plateaued.

So the decision was made to extend the old familiar bottle into a hot new can and relaunch to a younger audience. The challenge? Canned wines had been around for years, with over 300 canned wines launches since 2014.

With their 2019 can launch, 14 Hands needed to stand out among established brands on a shelf that was already crowded.

Research showed millennial wine drinkers aren’t beverage-loyal: based on occasion, like hiking, tailgating, or grill outs, they switch to beer.

In short, if wine felt as right as beer, our target would choose wine. We had our unique key insight, now we had to have a breakout campaign.

"Grab a Wineski^®" was born

While canned wines battled each other, we drafted off beer (pun intended), spoofing classic commercials to carve out space in the cooler. With the tagline “Grab A Wineski” we gave wine drinkers the freedom to enjoy a 14 Hands can in traditional beer settings.

Woman holding canned wine and using face time on phone

Woman hiker at the edge of a river holding a canned wine

Two people on a beach in beach chairs having beer and wine

Copacino Fujikado is pulling up a cheeky stool to the bar...to prove that their canned ‘wineskis’ can be enjoyed in the same casual settings as ‘brewskis.’

– The Drum –

Image from Adweek magazine where Copacino Fujikado work for 14 Hands canned wine was featured.

And the buzz continued

Well, it worked. Our "Grab a Wineski" campaign was immediately grabbed up by industry and advertising pubs alike.

Social, digital, giveaways & partnerships drove sales

The fully-integrated plan worked across all social platforms, including Facebook, Instagram, Twitter, Snapchat and Pinterest. While a tailgate giveaway collected 1st party data, an exclusive partnership with Drizly, a drink delivery service, converted to on-the-spot sales.

"Cheers" to coolers full of wine

This campaign was refreshing for the wine industry, and more importantly, drew the attention of the young wine drinker. Thanks to a key insight, selling wine like beer helped 14 Hands fly off the shelves and into backpacks, beverage coolers and big-time tailgates.