Millennials prefer boldness and clarity in the products they purchase. They are the fastest growing and largest group of wine consumers. They also don’t trust many brands and are interested in trying new things, but they don’t want to risk their money on a product they don’t trust the quality of. There is a lot of mystery that comes with wine and most people just want to know what it tastes like. The answer is in a wine called Lucid. 

The core information for this wine is displayed a very clear and vibrant way instead of hiding the flavor profile in small copy on the back, or not displaying any information at all. This removes some of the mystery yet uses familiar “typical” wino language which will confirm to the consumer that this wine is being transparent and honest about its contents.