French Collection: Pinot Noir by Decanter
Concept:
Drinking wine and smoking cigarettes have always been two well-paired sinful pleasures. But with little exception, smoking cigarettes has not been associated with taste and aroma as much as vaping is. When a sommelier explains a wine, the terms she uses are strongly associated with its flavor and aroma, so are e-juices. I decided that it might be interesting that imitating “French wine” style e-juice (in appearance and description of the taste, not the wine taste itself) might become a great companion for vaping while drinking wine and even can enhance the experience of wine drinking.
Target Market Description:
The target market for my product is the behavioral segment of the adult population who gives preference to wine over beer and vodka and likes to pair drinking wine with vaping.
Demographic segmentation by age defines this target market mostly as adults over 21. I assume that this product will appeal to Baby Boomers, Generation , and Millennials.
Buying style of Baby Boomers and generation includes more established brands that have a history of consistently delivering on their brand promise, so the association with undoubtedly established French wine collection might have a certain appeal to them.
Millennials, who account for 24% of the U.S. population (77 million), age 21 to 38, in 2015 drank 150.6 million cases of wine which is 42 percent of all wine sold in the U.S.
Millennials are frequency drinkers—3.1 glasses of wine per sitting. Among Millennials, there are more frequency drinkers than among any other generations.
At the same time, according to the recent Forbes survey, 44% of vapor smokers are Millennials.
In terms of gender segmentation of Millennials, two-thirds of Millennial wine drinkers are women, and there are 56% of male and 44 % of the female who love vaping.
The Worldwide Vape Products market has been segmented on the basis of distribution channels and geographical region. North America accounted for the largest market share of more than 40% of the market in 2015; it is expected to grow at around 25%-35% between 2016 and 2021.
About the Product:
Inspired by French wines magic, we created a product that customers can enjoy while sharing a glass of great wine with their friends who are also vaping aficionados.
Pinot Noir Vape Flavor
Most highly prized wine in the world, Pinot Noir, has the uniquely distinct aroma of red fruit flavors with hints of balsawood and citrus notes. Fairly light in color and body, this flavor sings in fresh cranberry and orange before revealing a meatier underbelly of black tea, finessed and vibrant in minerality and it has pretty rose and fresh picked cherry finish.
Box and Vial Design and Target Market
Front of the Box: A watercolor of grapes in the center of the vertical rectangular visually comments on the name of the line—French Collection, the name of the company—Decanter, and the name of the product—Pinot Noir—all capitalizing on wine theme. The violet color of the grapes creates a lively contrast with the aged-paper background look. The edges add to the theme of old paper wine box that might contain a bottle of aged wine.
Side of the box: Contains the story of the concept.
Top of the Box: has a round teal seal with light brown information about the vial volume and the word France continuing the theme of French wine collection.
The Vial: The vial has red-wine color with the label repeating the same design and information as the front of the box, with the exception of the name of the company—Decanter—which is absent from the vial label.
