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Paint Your Way Through Happy Hour

Thursday, April 24, 2014

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If boxed wine isn’t your thing, one clever ad agency may have the answer: wine in a paint can.

Lithuanian ad agency McCann Vilnius has canned a popular French wine in a limited-edition paint can.

wine in a paint can

No corkscrews necessary! This wine pours straight from a paint can.

The wine, Beaujolais Nouveau, is a fruity red that hails from the Beaujolais province of France.

According to French law, the current batch of wine can't be released before 12:01 a.m. on the third Thursday of November.

Once the clock strikes midnight, all that cork-popping anticipation turns into a widespread celebration—a tradition that marketing groups have been quick to monetize.

Each year, the ad agency, which is part of McCann Worldgroup, creates different packaging to promote the new vintage.

"This year, we tried to reimagine [the] function of the wine," the ad agency told

Stain by Numbers

The paint can, labeled "Couleur Nouveau," comes with a color chart so that you can achieve the perfect stained color on your teeth and lips.

McCann Vilnius

Achieve your perfect shade (of stained teeth) with the included color chart.

"Obviously, Beaujolais Nouveau isn't the best-tasting wine in the world, so except making you drunk, it turns your teeth and lips purple," McCann Vilnius told PackagingoftheWorld.

"So this year we sent out wine packaged in paint buckets, with typical paint label, even instructions, how many glasses bring which color on your teeth," the agency said.

The inside of the cans are lined with plastic to preserve the wine's taste, but best to drink up: Beaujolais Nouveau wines are best in their first year and don't typically improve with age.


Tagged categories: Advertising; Color guides; Color matching; Paint recycling; Painters

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