- Young, 18-32 years old
- Non-traditional wine drinkers
- On-the-go lifestyle
- Want excitement, adventure, indulgence
- Something new
- Something that belongs to their age group only
- Something cool and trendy
- Something made with them in mind
- Convenient & accessible
- Rigid, shatter proof
- Cheaper
- Single Serve
- Readily available
- New, unique
- Represents “the image” they want to transmit
- Freshness
