The product is targeted to young Canadian adults and is only sold in a 12-Pack. As the carton is the primary package and the can is only seen post-purchase, this freed-up the real estate on the can to simply reinforce the brand and identify the flavour. The outer carton does most of the heavy-lifting at the Point of Sale to achieve shelf presence and express the brand voice.
The market for Ready To Drink (RTD) beverages has been one of the fastest growing segments in the Wines and Spirits category for the last several years. Mark Anthony Brands had launched a sleeper a few years earlier called American Vintage. The client asked Marovino to re-fresh the look of the brand and to imbue some of the heritage and laid-back feeling of the Old South.