The cans will be available in four-pack cubes in four Colorado-produced varieties: red, white, rose and Moscato. IMT is initially targeting eight states plus Washington, D.C., but plans to expand across the country throughout next year. At $14.99 for a liter (four 250-milliliter cans), the wine is priced competitively with traditional 750-milliliter bottles.
Parsons says the labels and packaging were updated to give a bolder look on the shelf for new customers unfamiliar with the brand. "Our branding has been fairly recognizable across Denver and Colorado," he points out. "The artwork is slightly irreverent and quirky to echo the back alley winemaking culture.
"The new design is attention-grabbing and bold, and spells out what canned wine is all about," he adds.
Infinite Monkey Theorem is throwing a Halloween party at its RiNo winery and tasting room at 9 a.m. on Friday, October 31 to debut the new cans. The 21-and-over "See No Evil, Hear No Evil, Drink No Evil" party will also include mulled wine, IMT cider, food from the Roaming Bull Brasserie food truck, DJs and art installations.