Faculty Sponsor(s)
Gayatree Sarma
Subject Area
Business
Description
Canned wine has seen immense growth in sales and popularity over the last five years. The portable container opens new horizons for consumption and changes the way we think about wine. Since the way wine is being consumed is evolving, the marketing tactics must also evolve. This campaign breaks down basic consumer behavior and how to target a specific consumer demographic through the use of social media and visual displays. By pairing wine and the wedding industry together, a new and specific target audience can be reached to capitalize on brand awareness and engagement. Explore the canned wine industry through the lens of an integrated marketing communication campaign that resulted in a career plan and a job offer.
Recommended Citation
Carty, Hannah, "Diamonds, Rosé, and My Fiancé: A Canned Wine Marketing Campaign" (2020). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 34.
https://digitalcommons.linfield.edu/symposium/2020/all/34
Diamonds, Rosé, and My Fiancé: A Canned Wine Marketing Campaign
Canned wine has seen immense growth in sales and popularity over the last five years. The portable container opens new horizons for consumption and changes the way we think about wine. Since the way wine is being consumed is evolving, the marketing tactics must also evolve. This campaign breaks down basic consumer behavior and how to target a specific consumer demographic through the use of social media and visual displays. By pairing wine and the wedding industry together, a new and specific target audience can be reached to capitalize on brand awareness and engagement. Explore the canned wine industry through the lens of an integrated marketing communication campaign that resulted in a career plan and a job offer.
