Why this California winery banned cursive from its…
Add that to the listing of issues Gen Z received’t do.
A hip California wine company that caters to Gen Z imbibers is on a mission to break the stereotype that Zoomers don’t drink. But there’s one factor they are saying the technology refuses to do: Read cursive.
Wonderwerk, a natural wine model that sells inexpensive bottles geared toward youthful generations, says it’ll never use cursive on any of its branding — because its viewers can’t read it.
Wonderwerk wine bottles function daring, non-cursive labels designed to keep away from intimidating youthful customers. Instagram/@wonderwerkwine
Issamu Kamide, sitting, and Andrew Lardy based Wonderwerk in 2017 to make natural wine accessible. WonderwerkWines
Founded in 2017 by millennials Andrew Lardy and Issamu Kamide, Wonderwerk prides itself on its inclusive strategy to wine.
“We make natural wine for anyone with a mouth and a cup,” the company’s web site reads.
The company’s branding, with its shiny colours and daring fonts, is a big departure from typical wine packaging.
“The vast majority of Gen Z and Gen Alpha don’t read cursive,” Kamide told the San Francisco Chronicle. “They’ve told us that they just block it out and don’t even attempt to read it.”
Kamide, left, and Lardy keep away from itemizing particular grape varieties to make their branding more inclusive. Instagram/@Wonderwerk Wines
Wonderwerk’s packaging makes use of shiny colours and simple fonts instead of conventional cursive scripts.
While the wine industry suffers from plummeting gross sales, Wonderwerk’s business is booming.
The company doubled its manufacturing to 26,000 circumstances yearly last 12 months. This 12 months, the model produced 30,000 circumstances of wine. Most of their wines are bought wholesale at fashionable grocers that younger people frequent including Whole Foods and Erewhon.
The California wine model doubled its annual manufacturing to meet demand from youthful drinkers.
The co-founders goal to break stereotypes about Gen Z by tailoring their merchandise to trendy ingesting habits. Instagram/@Wonderwerk Wines
“People say young people don’t like wine, but that is not our experience at all,” Kamide told The Chronicle. “There’s a weird disconnect between our reality and what people are reporting.”
The founders describe their wines as “Light, good acidity, vibrant, fresh, fruity but not too fruity.”
Wonderwerk’s 1-liter bottles are bought at $25 a pop, and while the model boasts its “natural” label, it doesn’t listing its wine’s grape varieties, instead opting for titles like “Marinara” — a crimson mix, and “Al Fresco” — a white mix.
The model’s wines are also labeled under the California appellation, that means they’re from 100% California-grown grapes, a designation which might imply the grapes come from lower-cost vineyards that mass-produce wines. But the company says its younger prospects don’t care about those sorts of distinctions.
“That stuff actually creates a barrier,” Kamide told the Chronicle. “It can be an intimidation factor.”
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