Ryan Reynolds’ Ugly Estates Launch Campaign

Ryan Reynolds’ “Ugly Estates” Wine: A Disruptive Move in Modern Alcohol Marketing

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Ryan Reynolds has a proven track record for shaking up categories - from gin (Aviation Gin) and wireless services (Mint Mobile) to an internationally recognized soccer club (Wrexham AFC). Now, he’s turning heads in the wine industry with a brand-new offering called Ugly Estates. In partnership with Gallo, one of the world’s most prominent winemakers, Reynolds is introducing a boxed (technically, Tetra Pak) wine that’s light on frills but heavy on personality.

For alcohol marketing leaders and brand owners, this initiative is a treasure trove of insights into how to create a memorable product launch, leverage playful storytelling, and target fresh demographics. Below, we explore what makes Ugly Estates unique, how Peggy the Hairless Pug (a.k.a. Dogpool) fits into the picture, and what lessons you can apply to your own branding endeavors.

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The Booming (and Evolving) Wine Market

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Before we dive into Ugly Estates specifically, it’s worth setting the stage. The wine market is in the midst of a generational transition. While traditional glass bottles and corks dominate much of the industry, boxed and canned wines have enjoyed rapid growth, driven largely by younger consumers who value convenience, portability, and sustainability.

• Boxed Wine Growth: Boxed wine has seen double-digit growth in the U.S., spurred by millennials and Gen Z, who often look for accessible price points and eco-friendly packaging.
• Shift in Consumer Habits: These same demographics gravitate toward casual, unpretentious experiences and appreciate brands that sidestep the stuffy or elitist imagery historically associated with wine.

Ugly Estates capitalizes on all these market shifts: it’s a 1-liter Tetra Pak - so it’s not exactly a “box” in the classic sense - and it resonates with the “100% less snob” positioning by offering 33% more wine than your typical 750ml bottle.

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Ugly Estates: It’s What’s on the Inside That Counts

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At first glance, Ugly Estates is all about refusing to conform to old-school wine expectations. While so many bottles chase prestige and formal elegance, Ugly Estates flips the narrative. Their tagline: “33% more wine, 100% less snob.”

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Premium Wine - Minus the Pretense

Despite the lack of a fancy label or a glass bottle, Ugly Estates isn’t trying to cut corners on taste. According to the brand, the wines come from premium California grapes:

• Chardonnay: Billed as a crisp, smooth pour with notes of golden apple, stone fruit, vanilla, and oak.
• Cabernet Sauvignon: Described as bold and rich, with flavors of dark fruit, caramel, and oak culminating in a velvety finish.

The packaging is deliberately low-key and recyclable. The brand’s stance is that the wine’s quality inside the Tetra Pak speaks for itself - no fancy trappings required. This creates an image that resonates with on-the-go consumers, sustainability-minded drinkers, and casual wine enthusiasts who aren’t interested in pomp.

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Peggy the Hairless Pug (Dogpool): The Unlikely “Face” of the Brand

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One of the most memorable choices in Ugly Estates’ marketing is the decision to use Peggy the Hairless Pug as the brand’s official spokesdog. Peggy shot to fame under the moniker “Dogpool” in last year’s Deadpool & Wolverine, delighting audiences with her adorably ragged face and comedic cameo. More recently, Peggy won the title of “Britain’s Ugliest Dog,” a recognition that ironically adds to her charm.

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Why a Hairless Pug?

• On-Brand Messaging: Ugly Estates champions the idea that “you don’t have to be pretty to be awesome.” Peggy’s story fits perfectly into that ethos.
• Humor and Memorability: Ryan Reynolds has a gift for harnessing comedic marketing. Peggy’s extreme close-ups, her wrinkly face, and her perpetually lolling tongue work brilliantly in humorous ads - especially one that aims to break the mold of traditional wine advertising.
• Pop-Culture Tie-In: By choosing a minor Marvel character (Dogpool) from a blockbuster film, Ugly Estates gains a broader pop-culture halo without having to license official Marvel content or revolve the brand explicitly around a superhero theme.

Peggy’s cameo in the brand’s first promotional video highlights the pack’s “ugly on the outside” packaging, but it drives home the message that what truly matters is the wine’s premium quality “on the inside.”

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A Consistent Creative Track Record: From Aviation Gin to Ugly Estates

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Ryan Reynolds’ track record in alcohol marketing is already well-established, thanks to his work with Aviation American Gin. In two standout campaigns - one spoofing the viral Netflix holiday movie “Hot Frosty” and another celebrating Negroni Week with a mischievous scarecrow named Tony O’Groni - Reynolds used humor, pop culture tie-ins, and personal flair to connect with consumers. These ads not only generated immediate buzz but also showed how an authentic celebrity partner can lift a brand’s profile through playful narratives and unexpected characters.

• Hot Frosty Spoof
  Reynolds parodied the premise of a romantic holiday film by introducing a “Hot Frosty” snowman - biceps and all - who clings to a bottle of Aviation Gin. The comedic twist comes when a passerby pries the gin loose, breaking the snowman’s hand in the process. This offbeat spin on holiday tropes made the ad highly shareable on social media.
• Spooky Negroni Week
  During Negroni Week, Reynolds took another seasonal angle by unveiling a talking scarecrow, Tony O’Groni, who defied the actor’s every attempt at making a martini. The campaign cleverly highlighted Aviation Gin’s role in Negroni Week’s charitable efforts while leveraging Halloween imagery and Reynolds’ trademark humor.

Both campaigns typify Reynolds’ in-house strategy at Maximum Effort, where marketing is turned around quickly to capture cultural moments. By incorporating witty narratives, pop-culture references, and (often) absurdist characters, he ensures that the product remains top-of-mind and breaks through the usual advertising clutter. This same formula is now apparent in the Ugly Estates launch, demonstrating his well-honed ability to reshape consumer perceptions - whether the format is gin or boxed wine.

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Controversy and Negative Feedback: Why the Hate?

Despite Ryan Reynolds’ track record of tongue-in-cheek success in alcohol marketing, the Ugly Estates campaign has seen pushback online. A wave of negative YouTube comments and social media posts tie Reynolds to larger controversies, particularly surrounding recent legal disputes involving his wife, Blake Lively. Critics allege power abuse, hypocrisy, and “snobbery in disguise,” yet there is no definitive evidence or court ruling declaring Reynolds guilty of any wrongdoing.

In fact, much of the sentiment appears fueled by ongoing personal grievances and a broader cultural climate that can swiftly escalate rumors or unfounded allegations - often labeled a “turbocharged cancellation trend.” When high-profile celebrities like Reynolds launch new products, a spotlight naturally intensifies any pending controversies, inviting both loyal fans and outspoken detractors to voice polarizing opinions.

Regardless of how the situation unfolds legally, the Ugly Estates campaign remains bold, unapologetically playful, and highly memorable. While some see it as tone-deaf, others see it as quintessential Ryan Reynolds: leveraging humor to disrupt an often-stuffy industry. From a pure marketing standpoint, any publicity can drive consumer awareness - “controversial” can translate to staying top of mind. In the end, this tension underscores the campaign’s ability to spark conversation, meeting the core objective of brand marketing: getting people to pay attention, talk, and - hopefully - remember the product.

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A Masterclass in Marketing: Key Takeaways for Alcohol Brands

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For anyone leading or marketing an alcohol brand, here are some strategic lessons to glean from Ugly Estates’ rollout:

1. Disrupt the Status Quo
   
   • What Ugly Estates Did: Challenged wine industry norms by opting for Tetra Pak containers instead of glass bottles, calling out the industry’s frequent snobbery.
   • Your Action Step: Identify entrenched conventions in your category and consider whether flipping them might connect you with an untapped audience segment.
2. Embrace Humor and Authenticity
   
   • What Ugly Estates Did: Used Peggy the Hairless Pug to underscore their “it’s what’s inside that counts” message. The campaign is disarmingly funny and straightforward.
   • Your Action Step: Infuse personality and authentic storytelling into your marketing. Humor, when aligned with your brand’s identity, can differentiate you in a crowded market.
3. Leverage Pop Culture, But on Your Terms
   
   • What Ugly Estates Did: Borrowed subtle star power from the Deadpool universe - yet the brand stands on its own. It references a well-known comedic film franchise without overcommitting to expensive licensing.
   • Your Action Step: Collaborations or cameo appearances can generate buzz, but they should enhance, not overshadow, your brand identity.
4. Simplify the Message
   
   • What Ugly Estates Did: Pared down the packaging and brand story to two main selling points: “33% more wine” and “100% less snob.”
   • Your Action Step: Craft focused marketing copy that’s instantly understandable. Consumers respond to clear, concise value propositions.
5. Align With Consumer Values
   
   • What Ugly Estates Did: Emphasized eco-friendliness (Tetra Pak is recyclable), convenience (no corkscrew needed), and approachability (low-key design).
   • Your Action Step: Understand the top priorities and pain points of your core consumers - be it sustainability, convenience, or price - and address them head-on.
6. Don’t Be Afraid to Start Small
   
   • What Ugly Estates Did: Launched exclusively in Texas, presumably to gauge market response and refine distribution before a national rollout.
   • Your Action Step: Testing a new product in a single region or state can help you gather consumer feedback, track sales data, and make informed decisions for broader expansion.

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The “Why” Behind Ugly Estates’ Success

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Taking a page from the questions “Who, How, and Why”:

• Who: Ryan Reynolds, well-known for creative marketing in prior ventures (Aviation Gin, Mint Mobile), partnered with Gallo, a trusted name in winemaking. While Peggy may be the “face,” the collaboration rests on recognized industry experts who know how to produce quality wine.
• How: By focusing on approachability and humor. The brand addresses a rising consumer preference for more casual, eco-friendly packaging without sacrificing taste.
• Why: Reynolds and Gallo want to “help people” - in this case, by providing a genuinely approachable wine alternative. If you’re looking to grab a casual bottle (or Tetra Pak) for a get-together, Ugly Estates offers an unpretentious but still premium experience.

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READ ALSO: US Wine Market 2025 Forecasts and Trends

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Practical Applications for Your Brand

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If you’re an alcohol marketing leader or a brand owner, consider how you can incorporate the following ideas:

1. Test Novel Packaging: Younger audiences appreciate convenience and sustainability. Could you try a new format - cans, Tetra Pak, or pouches - for a seasonal or limited release?
2. Craft a Genuine Brand Character: Whether it’s a real-life pet, a local celebrity, or an everyday consumer, unexpected brand advocates can add charm.
3. Embrace Digital Storytelling: Ugly Estates’ rollout includes high-shareability ads and straightforward messaging that thrives on social platforms.
4. Start Local: Introduce new product lines in a single region to gauge initial reception. Scale up based on real data and feedback.
5. Highlight Values: Make it clear why your brand stands out - from the production methods you use to the stories behind your partnerships.

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Conclusion

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Ryan Reynolds’ latest venture with Ugly Estates further cements his reputation for disruptive alcohol marketing. As seen with Aviation Gin’s “Hot Frosty” spoof and “Spooky Negroni Week” commercial, he consistently uses humor, pop-culture tie-ins, and approachable storytelling to deliver fresh takes on familiar products. With Ugly Estates, this strategy has evolved from spirited gin ads to a forward-thinking wine brand that embraces eco-friendly packaging, a lovable but unconventional spokesdog, and an irreverent tone that cuts through industry norms.

For alcohol marketing leaders and brand owners, the broader lesson is clear: craft campaigns that are people-first, culturally relevant, and unapologetically creative. Whether it’s tapping into holiday trends, championing sustainability, or cheekily defying standard industry “rules,” leaning into authenticity and personality helps drive deeper engagement. Ugly Estates stands as a prime example that, when you combine a playful mindset with true market insight, you can spark genuine consumer interest - no matter how “ugly” the packaging (or the spokesdog) may be.