Sköna Hönan
Wine doesn’t have to be serious to be successful
Sköna Hönan (“The Cool Hen”) launched in 2023 with one goal: to shake up the boxed wine shelf with humor, clarity, and a refreshing dose of personality. In a category crowded with clichés, this lazy-but-lovable hen proved that wine can be strategic and fun.
What began as a bold idea in a workshop with Anora turned into a breakout hit one that multiplied its sales volume by +342% in just one year.
Our role
- Strategic partner since pre-launch
- Brand strategy, naming & concept development
- Packaging design
- Positioning, tone of voice and storytelling
- Visual world & creative direction
Sales performance
| Year | Valume (liters) | Box equivalent (3 L) | Growth YoY |
|---|---|---|---|
| 2022 | - | - | - |
| 2023 | 70 575 | 23 500 | Launch year |
| 2024 | 312 036 | 104 000 | +342 % |
Total volume growth 2023-2024: x4,4
Why it worked
- A standout concept - bold, humorous, and instantly memorable
- Emotion-led packaging - sparked shelf impact
- Simple storytelling - easy to get, easy to love
- Strategic structure - scalable foundation for future line extensions
- Timing - launched into a segment ready for something fresh
From a napkin-sketch hen to over 100,000 boxes sold in a year, Sköna Hönan went from joke to juggernaut, all by proving that wine doesn't need to be pretentious to perform.
Things we’ve done:
