A trendy thesis for new beverage-alcohol brands these days is: What if we put something in a can that didn’t used to come in a can? Ranch water. Mojitos. Jack and Coke. You get it. And so cometh Mr. Fancy, a new sparkling-wine brand from Liquid Death’s founder and The Sazerac Company packaged in a decidedly not-fancy can. In a statement to Brewbound, the conglomerate’s brand director for global growth and innovation, Lauren Selman said the idea offers:
the convenience and approachability and sessionability of the canned drinks consumers are accustomed to, but with a new twist.
Finally, somebody brave enough to put sparkling wine in a can. And they said it couldn’t be done! Thank you for your service, Mr. Fancy.
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