Wine Coolers Are Back!

For most brands that want to attract millennials, Instagram is the modern field of dreams. Build a beautifully curated, regularly maintained feed of content, and they will come.

While it makes sense that brands like Outdoor Voices and Glossier have had great success using the platform to build buzz for their products ― serums make skin look impossibly dewy and pastel leggings are showcased in sunset colors ― it’s much less predictable that wine coolers, once the butt of jokes for an entire generation, have also returned to liquor store shelves widely as a result of Instagram’s popularity with millennials.


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