Stompy is a wine subscription service aiming to make wine buying a less confusing and elitist experience. As younger generations become interested in the wine category, they’re looking for brands that can subvert traditional branding for something that’s bright, conversational, and casual.

COVID-19 has been wine’s wake-up call to ecommerce. Once a prerogative of younger drinkers, the pandemic has opened online wine buying to all consumers and siphoned it into the mainstream. How can brands keep up with the trend and the changing behaviours associated with it?

Wine subscription service Oranj aims to give Britons a trendy at-home wine bar experience while they stay indoors due to the pandemic. By focusing on natural wines, it also plays into the growing interest in discovery and learning for those seeking an earthy, organic experience.

Treasury Wine Estates has partnered with Snoop Dogg to launch Cali by Snoop. By partnering with rapper, the brand hopes to challenge convention and attract people who wouldn’t usually drink wine. Giving people a way into new interests and markets can help to remove barriers to entry.