Luxury boxed wine brand Laylo has branched out with a range of upmarket canned wines for the on-trade and-off-trade. But what’s behind the step-change? Laylo has built a reputation for itself for being the boxed wine that consumers actually want to display on their table. Tapping into the fact that boxed wines have, in the past, been hidden away in the fridge as a bit of a guilty secret, the brand’s founders decided to turn that notion on its head and put design front and foremost. Since launching in November 2020, Laylo boxes have been adorned with arresting visuals including vivid abstract, floral and even Portuguese-inspired azulejo prints, and their unique packaging continues to transform attitudes towards boxed wine. In a first for the brand, Laylo will on 19 August launch three premium wines – a Loire Sauvignon Blanc, Luberon Rosé and Spanish Malbec – in 187ml cans, marking a departure from the brand’s bread-and-butter. The wines have been sourced by Clem Yates MW, who also works with Laylo on its boxed wines, and each can sports the same eye-catching design that is Laylo’s calling card. “Putting our wine into cans was a natural next step,” says Laylo co-founder Laura Riches, who formerly worked at Naked Wines. “It’s still the same premium wine from our indie winemakers, but to be enjoyed in venues where wine in a glass isn’t suitable… Or where speed is of the essence.” Riches explains that the thinking behind the side-step is all about offering everyday
This Article was originally published on The Drink Business - Wine
