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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.
To do just that, the Coppola Winery has partnered with internet radio company TuneIn to sponsor three music festivals: the Newport Folk Festival, Newport Jazz Festival and Outside Lands.