XXL WINES
Some go light. XXL goes XXL.
XXL is a flavored wine and spirits brand built up and sold under a single, unapologetic idea: Without Manners. Fourteen fruit-forward flavors across wine, spirits, and sparkling, poured at 16% ABV, for people who never learned to sip quietly. With the loudest personality in the aisle, XXL asked Ruckus to make the marketing match the mouthful, across content production, brand and creative, organic social, paid media, email, and retail point-of-sale.
Look as loud as it tastes
The high-ABV, ready-to-party aisle is packed with claw-backs and copycats, so XXL needed to own attention, not rent it. A challenger brand runs on content, and XXL needed a year and a half of it, built to move fast and hit hard across every platform. And from the bodega cooler to national chains, the brand had to show up in-store as confidently as it does on screen.
The idea: turn an attitude into an operating system. Ruckus took the brand's two-word promise and ran it through everything, one production, one voice, one look, deployed across content, social, paid, email, and the retail shelf. Loud grotesque caps carry every headline, a hand-script signature adds the wink, and typewriter labels keep it honest on-pack.
Two days, one New York night out
Ruckus wrote, cast, and shot a two-day film and photography production across four New York locations, a liquor store where the hunt begins, a Brooklyn stoop, the beach, and the club, banking a hero film, a full run of social cutdowns, and a photography library the brand can pour out for a year and a half.
The hero spot follows one crew through a New York night out, from the liquor store hunt to the stoop to the last pour at the club, shot on location, cast for attitude, and finished with the brand's full-volume voice. The same production was recut into a running library of vertical reels, brand anthems, product spots, and an awards moment worth bragging about, a Wine Star Awards nomination, all delivered platform-ready in 4x5 and 9x16.
Everywhere the party is
That single shoot now fuels the whole system. Organic social keeps the brand loud between drops across Instagram, TikTok, Facebook, X, and LinkedIn. Paid media runs search, social, and video buys across Google, Meta, and TikTok, with creative cut to the platform and the moment. A welcome flow and monthly newsletters turn first sips into a following, and animated digital out-of-home takes the brand's bluntest lines to street-level screens, pushing 16% alcohol and fruit-flavored swagger at full height.
On the shelf, Ruckus built the retail and e-commerce content behind XXL's national push, from point-of-sale displays, case cards, and endcaps to chain-ready product imagery, plus an awards-season hero cut for the trade. Same attitude, every aisle, from the corner cooler to the big box.
A brand at full volume
The production shipped a hero film, a full set of social cutdowns, and a photography library sized for a year and a half of content, now live across organic social, paid media, email, and national retail. Ruckus stays on as XXL's marketing and content partner, designing and running the organic social calendar month after month, keeping the whole brand loud.
