Company Barokes Wines are the inventors of the Vinsafe wine packaging technology that allows wine to be canned with longevity and stability. The idea of wine in a can is exploiting the marketing potential for a new Ready to Drink Wine (RTDW) category among Generation X and Y. Barokes recognizes that consumers, especially Generations X and Y, are accepting ready-to-drink beverages such as spirits with a soft drink base and RTDW is taking advantage of this growing market. The Vinsafe technology allows for wine to have a shelf life in excess of 5 years and is superior to classic bottled wine in many dimensions. The can is above all else a convenience factor because it is a ready to drink, individual serving of wine in a non-breakable, tamper-proof container. The can allows the wine to avoid spoilage from factors like cork taint or oxidization and is made of 100% recyclable aluminum so as to stay environmentally friendly. Vinsafe cans are designed better for transportation and storage than traditional wine because the cans are much lighter weight than glass and can be stacked neatly. The aluminum can also facilities speedy chilling of the wine and keeps the wine cooler, longer. The wine is supplied by 7 different wineries in South Eastern Australia and they have won over 100 medals in international wine competitions. There are 5 main wines in Barokes standard range, chardonnay Semillon, bubbly chardonnay Semillon, cabernet shiraz merlot, bubbly cabernet shiraz merlot, and bubbly rose, all canned at their peak and ready to drink.

Customer: Barokes Wines currently targets Generations X and Y with their wine in a can product but they have much larger market potential in Generation Y than in X and should focus more marketing efforts in that segment. Wine in a can appeals to Generation Y more because it is a generation focused more on instant satisfaction and