Wal Mart wanted to develop a new line of critter wines (retailing at $3-$5 per bottle) to address the rising trend of wine consumption among young adults. The challenge consisted of demystifying wine among a target who did not typically associate the category with casual drinking and tended to feel intimidated by varietals.
Solution

Dragon Rouge developed a positioning around the idea of ‘fun times’ and developed a name (Lucky Duck) and packaging design that spoke to the idea of making wine accessible, fun and quirky. The wine range was initially introduced across five varietals: cabernet, malbec, shiraz, chardonnay and sauvignon blanc.

Source: www.dragonrouge-usa.com