XXL Wines

The Role:

XXL is a bold, fruit-led wine brand with a strong following in the US, known for its high-impact flavours, standout identity and unapologetically different approach to the category.

We’re working with the XXL team to bring that proposition to the UK, shaping the range, formats, positioning and commercial story for the market while retaining the personality that has driven its success in the US. Our support spans retailer engagement, trade positioning, compliance, e-commerce and marketing activation, helping build a proposition that feels both disruptive and commercially relevant for UK consumers.

We use shopper and category insights to explore flavour preferences and consumer buying behaviour, helping shape XXL’s range and identify opportunities for new flavours and formats.

The Outcome:

XXL successfully launched into the UK market, gaining valuable trade exposure at London Wine Fair and securing a retail listing with Bargain Booze. We supported the brand with creative development and UK-focused selling, helping translate its bold US proposition into a compelling offer for British consumers.

XXL is now available to buy at bargain Booze, marking an important first step in its UK growth journey.