How Currently Wine Co. is Changing the Way We Drink Wine

At eTail West, Daniel Rodriguez, CEO of Currently Wine Co., shares how sustainability, innovative packaging, and a community-driven approach are redefining wine culture.

Author

Mairi-Claire Tay
March 05, 2025

Welcome to Unofficially eTail – your insider guide to the biggest trends, insights, and conversations at eTail West 2025.

Currently Wine Logo

At eTail West, Daniel Rodriguez, CEO of Currently Wine Co., sat down to discuss the mission, innovation, and disruptive strategies behind his company. A coastal lifestyle wine brand, Currently Wine Co. is not just another Sauvignon Blanc producer—it's rethinking sustainability, accessibility, and consumer engagement in an industry ripe for reinvention.

“We’re not just an eco-brand,” Rodriguez said. “Our goal isn’t just to appeal to a small segment of sustainability-conscious buyers. We want to make drinking wine sustainably cool—to create a movement that makes it easy for every wine lover to embrace lower-carbon choices.”

And that mission is built into every aspect of Currently Wine Co.—from the way it’s packaged to the way it’s marketed.

Credit: Currently Wine Co

Redefining Wine Packaging for a Low-Carbon Future

The carbon footprint of wine is dominated by its packaging and transport. Traditional glass bottles are heavy, fragile, and energy-intensive to produce, making wine one of the most carbon-heavy beverages in the world.

Currently Wine Co. is solving this problem by completely rethinking packaging.

“Our wine comes in a fully aluminum bottle, shaped just like a traditional wine bottle,” Rodriguez explained. “Aluminum is lightweight, infinitely recyclable, and far more practical for modern lifestyles.”

This packaging shift isn’t just about sustainability—it’s unlocking entirely new wine-drinking occasions.

  • On the go: Traditional glass bottles aren’t allowed on beaches, golf courses, and pools.

  • Portability: Currently Wine Co. aluminum bottles fit in a golf cart cupholder, a discovery made from real customer feedback.

  • Group-friendly format: Unlike canned wine, which focuses on single servings, the full 750ml aluminum bottle encourages shared experiences.

“The response has been amazing,” Rodriguez said. “People are realizing they can enjoy wine in places they never could before, without sacrificing quality.”

A Community-First Approach to Brand Building

Unlike most startups looking to scale rapidly through paid digital ads, Currently Wine Co. is intentionally resisting traditional performance marketing—at least in its early stages.

“We’re focusing on organic growth, real engagement, and true word-of-mouth advocacy,” Rodriguez said. “That means leaning into community-driven marketing and doing things that don’t scale initially—because that’s where real brand love happens.”

Rather than strict branding guidelines and scripted influencer posts, Currently Wine Co. is giving its early fans creative freedom to share the brand in their own authentic way.

“If someone wants to write a handwritten note and send a bottle of wine to a friend, we’ll reimburse them,” Rodriguez shared. “Because what we’re really building is ownership and emotional connection. That’s what makes a brand stick.”

It’s a high-touch, high-authenticity approach in an industry where trust and experience matter.

AI, Content, and the Future of Wine Marketing

Rodriguez isn’t ignoring tech—he’s strategically waiting to introduce automation and AI-driven performance marketing until the organic brand foundations are strong.

“AI is changing how brands create content at scale—UGC and AI-generated content are already blending,” Rodriguez noted. “We’re watching how this shift will impact trust and authenticity, especially in a category where storytelling and credibility are everything.”

For now, the focus is on community-first content, with micro-influencers and real-world engagement leading the way. But as Currently Wine Co. expands, AI-driven content creation and performance marketing will play a role in scaling awareness efficiently.

The Bigger Picture: Where Currently Wine Co. is Headed

Rodriguez envisions Currently Wine Co. as a pioneering force in sustainable wine consumption, driving real industry change by proving that eco-friendly choices can be mainstream, desirable, and stylish.

“Our mission is to reduce the carbon footprint of drinking wine by 50%,” Rodriguez said. “If we can prove this model works, we’ll give other brands the confidence to follow us down the sustainability path—creating an industry-wide shift.”

With its disruptive packaging, unconventional marketing, and community-first mindset, Currently Wine Co. is reshaping how and where people enjoy wine—while making sustainable choices effortless.

Proudly Sponsored by Fospha: Powering smarter budget decisions with full-funnel marketing measurement and forecasting for the post-iOS 14 era.

Not affiliated with eTail Events

ClickZ is a Contentive publication in the Events division