Imagine if your wine bottle was connected to the Internet and could tell you the story of the brand?
Kuvee, a new startup has solved an interesting problem for consumers who want to open up several different wines at one time, but don’t want the wine to go bad. The ability to pop a cylinder of wine packaged in a special aluminum container that fits into a WiFi-enabled pouring bottle could be a game changer.
Kuvee
Two things intrigued me about this startup.
First, this system allows the outer bottle to be another screen that can tell you a story about the grapes, the winemaker or maybe even offer up some recipes. Imagine drinking Bonny Doon and hearing stories from Randall Grahm about his early days in the wine industry or about some of the grape growers who helped make this wine so special.
Unlike other systems, this approach disrupts the traditional business of wine. You purchase wine directly from KUVEE and these specially designed bottles only fit into their system. Like Juicero, this is a razor and razor blades approach to a product. You can only buy wine from them that fits the package. Think Keurig or Nespresso.
I don’t know what the potential is for a wine marketed this way, but enabling brands to tell their story could improve branding and message delivery. This system might fit nicely for higher end wines that are extra expensive and limited in production. Consumers get a backstory with their Bordeaux blend.
Second, Kuvee is leaning into a wine trend around single-serve. Wine has traditionally been about sharing socially with others. Most wine comes in a bottle to serve many. It isn’t packaged for the individual as you find with beer or most soft drinks. And spirits, although packaged in bottles is meant to be served in individual portions.
Allowing wine to compete with single serve is everything that a generation of consumers raised on single-serve juice boxes will demand. This emerging wine consumer wants choice, and they will pay for the convenience of drinking the perfect glass of wine that is always fresh.
The Founders
Founded by Boston-based Vijay Manwani, a serial entrepreneur whose passion for technology and startups is matched by his love of wine. He has been both a collector and student of wine for over thirty years. The other co-founder is Geoff Lansberry was one of the engineers who designed the Roomba. Mike Tomovich is the third partner who studied electrical engineering at MIT and has a passion around the connectivity of things.
Kuvée has raised $6.0M in two rounds from Boston-based Founder Collective, BOLT, high-profile angel investors, and General Catalyst, one of the investment firms behind highly successful companies, like Kayak, Airbnb, Warby Parker, HubSpot, and Snapchat.
Wine consumption by the glass will only grow over the next twenty years. It is too early to tell if KUVEE will last the test of time. But they are carving out a clear and distinct “only we” that gives them a head start to harvest some rewards. Keep your eye on the screen on their bottle.
____________
Is your marketing corked and need some help? Let’s connect.
Video courtesy of Kuvee. All rights reserved.
