Arterra Wines Canada has released details of a national marketing campaign to accompany the launch of new-to-market flavoured-wine brand MXM.
The company has put “significant investment” behind the brand’s ‘platform’, ‘Hard Launch The Night’, which aims “to break from conventional wine marketing”. The national campaign focuses on the “pre-party” occasion, and will include sponsored posts from “creators”, tasting activations in the off-premise and at Canadian university campuses, and “retail theatre”, Arterra said.
MXM comes in three flavours: Blackberry, Lemonade, Peach and Watermelon, each at 16% ABV, with a 15%-ABV formulation available in Quebec. The brand will be rolled out across Canada this month with an SRP of CAD13.99 (US$10.08) per 75cl bottle.
Global Drinks Intel has contacted Arterra for more information on the launch and how the products are made.
“Connecting with a new generation of wine consumers means showing up in ways that reflect how they discover, experience and engage with brands today,” said MXM senior brand manager Gurston Allen. “MXM was built around the culture, occasions and energy of this consumer. Hard Launch The Night brings that thinking to market, showing up in ways that feel native to how this generation discovers and experiences brands.”
Arterra is a producer and marketer of Canadian and imported wines, including Jackson-Triggs, Kim Crawford and Sawmill Creek. The Ontario-headquartered business operates eight wineries across the country, with over 1,700 acres of vineyards. It also owns Canadian retail chain Wine Rack.
In July, the heads of nine Canadian provinces gave the go-ahead for direct-to-consumer (D2C) alcohol sales between their jurisdictions. The deal builds upon a memorandum of understanding signed last year by all of Canada’s ten provinces and the Yukon territory, agreeing to explore “ways to improve the flow of alcoholic beverages across Canada”.
