It's been derided as a "can of dumb-ass," but Media Orchard thinks Sofia Mini -- the pricey canned champagne from Niebaum-Coppola -- is a marketing phenomenon waiting to happen. Why?

1. It's named after a hip (but substantial) female celebrity, Sofia Coppola.

2. It comes in a cute pink aluminum can.

3. An equally cute fuchsia straw is attached to the side.

4. It costs a mere $20 for a four-pack.

5. Oprah likes it.

Perfect for the "echo boomer, Generation Y, largely female" customer Niebaum-Coppola is targeting.

From The Washington Post:

"It is cute," says Niebaum-Coppola President Earl Martin, who knows how out of line a cute can is with the vast majority of wines sold in traditional 750-ml bottles closed with corks...

Martin says the target demographic is "echo boomers, Generation Y, largely female," he says. "And, yes, you could say it's a girly wine." The winery, which declined to give sales figures, upped Sofia Mini production last year to 50,000 cases after a test-run of 5,000 sold out, according to Wine Business Monthly, which earlier this year deemed cans "the hottest packaging innovation to hit the wine industry."

Think 21-year-olds stepping up from wine coolers; think "Sex and the City" reruns. See Sofia's sofiamini.com for upscale-but-not-snooty still-life photos of beautiful people, mostly female, with their cans of Sofia looking like fashion accessories.