Part of the Sula Wines portfolio, Dia is one of India's largest selling budget wine brands. Wine in India is mostly consumed by more mature audiences, with younger customers opting for RTD's, beer and spirits. With the young urban woman customer in mind, Dia wanted to launch its 'wine-in-a-can' concept that offered easy to drink fizzy wine.
The brand was positioned as a fun, casual drink for the young urbanite. The logo was redesigned to reflect the spirit of fun and fizziness. The colour palette and packaging was designed keeping the young urbanite woman in mind. The result is a chic, minimal packaging accentuated with a subtle dotted pattern that represents the bubbly wine inside. While women were the primary consumers, the research pointed to the fact that it was mainly men who were purchasing on behalf of women. Hence the retail activation and retail imagery was developed to also attract the men who were the primary visitors to wine shops.