Denver-based urban winery The Infinite Monkey Theorem Urban Winery (IMT,) is re-launching its iconic canned wine with striking new artwork featuring a new twist on the signature monkey motif.
Four different package designs have been created as part of a new distribution strategy, which will see the Colorado “drink anywhere” canned wine four-packs launch nationwide in the United States.
The “perfect portable wine” 250ml size cans feature the IMT signature chimpanzee, using a different texture and design to distinguish each varietal. The black, white and gold can was reimagined by the team at Cultivator, a Denver-based agency with branding expertise for canned beverage producers including New Belgium, Breckenridge Brewery and Dust Cutter. As part of the quest to solve existing distribution challenges with new packaging, Cultivator also created an eye-catching four-pack square carton, enabling the cans to be distributed and sold as one-liter four-packs. Four varietals of Colorado produced wines- white, red, rose and Moscato are available, at $14.99 for a liter. The four-pack will be distributed across Arizona, Colorado, California, Florida, Georgia, Illinois, Nevada, New Mexico, and Washington, D.C, with a targeted national distribution campaign launching across the United States throughout 2015.
Winemaker and CEO of the Infinite Monkey Theorem, Ben Parsons, first launched IMT canned wine to the world in 2011. Parsons said the new look packaging supported the new distribution strategy.
“Our branding has been fairly recognizable across Denver and Colorado, the artwork is slightly irreverent and quirky to echo the back alley winemaking culture. As we look to take the can to retailers and venues across the country, we wanted to evolve that original look of the product, to make the packaging strong enough for the can to stand-alone on a store shelf, to be more accessible and obvious. The new design is attention-grabbing and bold, and spells out what canned wine is all about.”
Matt Neren, Account Director at Cultivator Advertising & Design said the primary design objective was to preserve the IMT urban winery brand vibe, while simplifying the overall composition to make the package easier to understand.
“We wanted the look to be bold, simple and graphic. From a design perspective, we believe the shelf appeal of the new box is going to drive significant sales. For consumers not familiar with IMT, the bold, simple design is going to differentiate this brand from traditional, boring box wines.”
Why Drink Wine-In-A-Can? The Lowdown For Consumers And Retailers
- We put our wine in a can so everyone can enjoy delicious wine wherever they go. No fancy wine opener necessary. No wine glass needed. Great for backyard bbq’s, camping or kickball in the park, cans are portable and unbreakable.
- When you open a bottle of wine, the wine can quickly oxidize, and you have to throw away what you don’t drink or sell. With cans, you sell it as a single serving, so there’s no waste, and cans are a great way to protect the wine inside from light as well as potential contaminants.
- Cans are coated with epoxy resin to prevent corrosion, extend shelf life, and protect the contents. The internal coating allows for sterilizing at high temperatures, virtually eliminating the dangers of food poisoning from microbial contaminants.
- Aluminum cans are 100-percent recyclable, making them the most recyclable of all materials. To compare, less than 30% of all glass gets recycled.
- Within 60 days, a can is recycled, turned into a new can and back on store shelves.
- Aluminum is a sustainable metal, there is no limit to how many times a can may be recycled.
- Cans are not as heavy as bottles, so they can more easily be transported and distributed with less risk of breaking and spilling than bottles. They can also be quickly unpacked once they arrive at your store or restaurant.
For more information and update announcements including details on how to buy wines online, visit The Infinite Monkey Theorem’s Facebook page