California winery offers you a new way to take your wine on the go
Franzia’s new wine backpack ensures there will be no wine left behind at your next socially distant gathering.
Yes, you read that right.
The company, best known for its 5-liter boxes of wine, has released a new line of wine-related merchandise, with everything from party cups to beach towels and boxer shorts. The crown jewel is the wine backpack, which fits a box of Franzia and is complete with an opening for the box’s pour spout.
The backpack is currently out out of stock, but will be available on the brand’s website for $50.
Collin Cooney, Franzia’s director of marketing, said the company had been planning a merchandise launch for a few years as they’ve been building out their social media presence. The product launch just happened to coincide with the coronavirus pandemic, which has kept millions of Americans home and changed much of their daily lives.
Cooney said Franzia always thought a product like the wine backpack would resonate with customers, but that “a pandemic probably amplifies that even more given the change of lifestyle and the need for something that can bring fun to people’s everyday lives.”
Boxed wine sales jumped 36% for the 15-week period ending June 13 compared with the same period last year, according to Nielsen data. Franzia’s sales mirrored these, with a 27% increase for the 13 weeks ending June 13, compared with the same stretch last year.
Cooney said consumer behavior during the pandemic helps explain the uptick in sales: as people make less-frequent trips to grocery stores, bulk options like boxed wine are appealing to more and more people.
Franzia, which has its main winery in Ripon and facilities all across the Central Valley, employs hundreds of workers locally. Cooney said recruiting and hiring talent from the Valley is a priority for Franzia and its parent company, the Wine Group.
Additionally, the brand is focusing on connecting digitally with customers through efforts like its new merchandise — which has received considerable buzz on the internet — to working on adding QR codes to their re-worked packaging to give buyers more information about the company.
Until then, they might recommend that you don’t bottle up your feelings and grab a glass — or box — of wine, head outside and smell the rosé.
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This story was originally published September 25, 2020 at 7:30 AM with the headline "California winery offers you a new way to take your wine on the go."
