Chapter 24 – The perfect moment, dented. How we created mystery bundles from dented cans
How we created wine mystery bundles from dented cans.
We’ve always believed that good wine should be enjoyed, not wasted. But as our cans make their way through production to transport, storage, and the occasional mishap at the warehouse, a few inevitably pick up some dents.
With our pursuit of quality, we didn’t want to send out cans, even with the smallest of dents, to customers and prospects. Perfectly delicious wine sat on the sidelines, just because they didn’t quite look the part. A dent here, or a loose label there, nothing that affects the taste of the wine. So we asked ourselves: is there something else we can do with them?
So we had an idea.
We wanted to find a way that intertwines sustainability with curiosity and excitement. We decided that a mystery bundle of slightly dented cans would be the perfect solution for this – a surprise of 6 cans, offered at a discount. They may not look perfect anymore, but are still enjoyable to drink.
But would our customers be interested?
The result.
We sold out in two days.
That stock that was sitting on our shelves, now all gone. Our email subscribers sold out our bundles without us even promoting through other channels.
the impact.
It was a small but meaningful experiment, and one for us to explore new avenues of sustainability with our customers.
It proved two things to us:
- Our wine community do value sustainability just like us
- A little mystery can make good wine even more exciting and it means we can continue with this bundle
Sure, it’s just a start, a few cans saved may seem like a drop in the ocean, but it’s a move that still aligns with who we are. Every bundle is a reminder that imperfection can still be delicious. This said, we will continue working on wastage on a bigger scale throughout our supply chain and with our customers, from reducing production wastage with our co-packers and ensuring damage-free deliveries to transitioning more customers to cans and wine on tap.
If you’d like to get your hands on a Mystery Dented Bundle the next time they drop, sign up on our website. You’ll be the first to know about our next drop (literally).
https://cannedwine.co/products/mystery-bundle-6x250ml-dented-cans
