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 this month, and “retail theatre”, Arterra said.
The brand’s “creator partners” are yet to be announced, but a spokesperson told Global Drinks Intel: “Creator-led content will launch in mid-September, helping us build awareness and community with audiences that are aligned with the MXM brand and already primed to discover new brands.”
MXM comes in three flavours: Blackberry, Lemonade, Peach and Watermelon, each at 16% ABV, with a 15%-ABV formulation available in Quebec due to regulations in the province. Blackberry has a red wine base, while the other three SKUs are made with a white wine base.
The brand will be rolled out exclusively in Canada this month with an SRP of CAD13.99 (US$10.08) per 75cl bottle.
“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”.
