Arterra Wines launches ‘hard flavoured wine’ brand MXM with national campaign

Arterra Wines Canada is hard launching its new brand, MXM, with a campaign that brings wine to the pre-party. 

The company’s Canadian-made “hard flavoured wine,” rolling out nationally this month, is designed for moments more commonly associated with RTDs and spirits.

The “Hard Launch the Night” platform brings MXM to the pregame, where wine typically has a limited presence. The campaign will come to life through creator-led content, disruptive trial experiences in-store and across several Canadian university campus activations, and coast-to-coast retail theatre.

“The opportunity for wine is to evolve alongside the next generation and reflect the way they’re drinking today,” said Gurston Allen, senior brand manager, MXM, at Arterra Wines Canada, in a press release. “We saw an opportunity to take what consumers already gravitate toward: bold  flavour, intensity and smooth drinkability, and deliver it through wine in a completely different way. MXM gives wine permission to show up in moments where it hasn't traditionally played, all at a price point that makes sense for how consumers are choosing to spend today.” 

At 16% ABV (with a 15% ABV formulation available in Quebec), MXM promises to deliver “bold fruit-forward flavour, smooth drinkability and high intensity.” Flavours include Blackberry, Lemonade, Peach and Watermelon.