Any-time wine

06 : 02 : 2017 Convenience Culture : Delivery : Wine

London – Garçon Wines is catering for time-strapped Millennials with wine bottles that are designed to fit through a letterbox.

  • Prices start from £10 ($12.50, €11.60) a month for one bottle
  • Failed deliveries for online purchases cost the retail industry £780m ($975m, €905m) in 2016, according to research by Interactive Media in Retail (IMRG)
Garçon Wines, London Garçon Wines, London
Garçon Wines, London Garçon Wines, London
Garçon Wines, London Garçon Wines, London
Garçon Wines, London Garçon Wines, London

The on-demand subscription service provides oenophiles with the option of daily, weekly or bi-weekly deliveries of expertly curated wines. The redesigned 750ml bottle of wine is flatter and manufactured from plastic so that it can be easily posted through a letterbox without breaking.

Although wine consumption among Millennials continues to grow, with spending having increased from 24% in 2013 to 31% in 2016 according to The Drinks Business, wine subscription services are often impeded by the inconvenience of having to stay at home for a delivery. ‘We’re primarily targeting Millennial wine-drinkers like myself who live in urban centres and are barely ever home to receive deliveries,’ says co-founder Joe Revell.

The bottles are fully recyclable, and using plastic rather than glass enables the brand to minimise its carbon footprint during the manufacturing and delivery processes.

The Big Picture

With time now one of the most precious resources available, brands can benefit from the ability to provide instant gratification without impinging on the consumers’ free time. For more, see our Convenience Culture market report.