Canadian-made hard flavoured wine brings bold flavour and higher intensity to moments made to be maximized

TORONTO, Sept. 1, 2026 /CNW/ -- Arterra Wines Canada is taking wine into new territory with the launch of MXM, a new Canadian-made Hard Flavoured Wine created to challenge the role wine can play in today's social occasions.

Launching nationally this September, MXM brings together bold fruit-forward flavour, smooth drinkability and high intensity in a proposition designed for high-energy moments more commonly associated with RTDs and Spirits. At a suggested retail price of $13.99 (tax & deposit incl.) per 750 mL bottle, MXM also delivers a high-intensity proposition at an accessible price point, for consumers who are increasingly looking for their beverage choices to work harder for their money.

"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. "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."

MXM launches at 16% ABV across Canada, with a 15% ABV formulation available in Quebec, four bold, fruit-forward varieties made with all-natural flavours and no added colours:

• Blackberry: juicy blackberry with a richer, darker fruit profile.
• Lemonade: bright, tangy citrus with a refreshing finish.
• Peach: smooth peach with rounded sweetness and a bold finish.
• Watermelon: refreshing ripe melon with a juicy finish.

The lineup is designed to encourage discovery and trial, creating an accessible entry point into the brand while establishing a platform for future growth.

MXM is supported by a significant national investment from Arterra and a launch campaign designed to break from conventional wine marketing.

Under the platform "HARD LAUNCH THE NIGHT", MXM is taking wine upstream into the pre-party, the moment when the night's energy is building and where wine has historically had a limited presence.

The launch 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. Social and creator culture will sit at the centre of the campaign, helping MXM build awareness and community in the places consumers are already discovering brands.

"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 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."

MXM is launching now at retailers across Canada.

For more information and launch updates, follow MXM on Instagram and TikTok @drinkmxm, and at www.drinkmxm.com.

About Arterra Wines Canada
Arterra Wines Canada, Inc. is the country's leading producer and marketer of award-winning, globally recognized Canadian and imported wines.  With roots dating back to the original Niagara Falls Wine Company in 1874, Arterra's family of wines has grown to include over 100 wine brands, including seven of the top 20 brands in Canada: Jackson-Triggs, Inniskillin, Sawmill Creek, Wallaroo Trail, Ruffino and Kim Crawford. In the last five years, the company's portfolio has received over 1,500 accolades and awards in national and international wine competitions. Headquartered in Mississauga, Ontario, Arterra operates eight wineries across the country, with over 1,700 acres of premium vineyards in Canada's wine regions. Arterra also owns the Wine Rack stores in Ontario and sells wine kits for winemaking through its RJS Craft Winemaking brand. It employs approximately 2,000 full-time and part-time staff across the country. 

For more information about Arterra Wines Canada, Inc., visit www.arterracanada.com

SOURCE Arterra Wines Canada