Garvey: Wine in a Can Targeting Young and Single People

With this wine Garvey intends to “seek for new consumption moments which make young people come closer to wine, as wine consumption was limited in the past because of the inconveniences of the traditional packaging”.

29/01/08 According to the company Bodegas Garvey, this launch will be progressive: they started last September but the real “boom” will be next February.

300,000 units have already been released, and the company expected to have stock until June but the wine cans are already sold out because of the good market acceptation of this product, so the company has decided to produce 300,000 more cans in the beginning of this year.

The customer target of this wine can is young people, both men and women, between 22 and 40 years old, without forgetting the new family concepts and the increasing “singles” with a high purchasing power and active social life.

With this wine Garvey intends to “seek for new consumption moments which make young people come closer to wine, as wine consumption was limited in the past because of the inconveniences of the traditional packaging”.