Coppola Winery Is Using Music Festivals to Educate Consumers About Its Canned Wines

They can be found at Newport Folk, Newport Jazz and Outside Lands

Coppola Winery sponsored the Newport Folk Festival, Newport Jazz Festival and Outside Lands to get canned wine in front of new consumers. Andrew Brodhead, TuneIn

In recent years, canned wine has become ubiquitous. The convenience of a can, coupled with clever packaging and more approachable messaging, has helped marketers grow millennials’ interest in drinking wine. For the Coppola Winery, the trick isn’t to suddenly start making canned wine—the winery has been doing so since the early 2000s—but to educate consumers about its canned wine offerings.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.