What Is MXM Hard Flavoured Wine?

MXM is a Canadian-made hard flavoured wine planned in a 750 mL bottle, with a stated 16% alcohol by volume (ABV) and four proposed flavours: Peach, Lemonade, Blackberry and Watermelon.

What Product Details Are in the Current MXM Launch Plan?

MXM is a Canadian-made product at 16% ABV in a 750 mL bottle. The proposed flavour range is:

• Peach
• Lemonade
• Blackberry
• Watermelon

What Does the 16% ABV Mean?

Alcohol by volume describes the percentage of a beverage’s volume that is alcohol. A stated 16% ABV therefore means that alcohol accounts for 16% of the beverage’s volume. 

The alcohol percentage should be presented as neutral product information, not as a performance benefit or a reason to choose the product. The final bottle label is the appropriate place to confirm the alcohol content of the product being purchased.

What Does “Hard Launch the Night” Say About the Brand?

“Hard Launch the Night.” The phrase supports a bold, high-energy visual identity, speaking to adults of legal drinking age and avoiding urgency, immoderation or any suggestion that alcohol is essential to confidence, status or enjoyment.

Frequently Asked Questions About MXM Hard Flavoured Wine

What is MXM hard flavoured wine?

MXM is available in a 750 mL bottle, a stated 16% ABV and four proposed flavours.

Is MXM a wine or a cooler?

The current materials describe MXM as hard flavoured wine. That draft description should not be used to make a technical equivalency claim with coolers or seltzers.

Is MXM made in Canada?

Current pre-launch materials describe MXM as Canadian-made. The final origin statement should be confirmed against approved packaging or an official product page, since brand ownership or a Canadian trademark filing alone does not prove where a product is manufactured.

What flavours are planned for MXM?

The current launch plan lists Peach, Lemonade, Blackberry and Watermelon. The final selection may change before release, so the official product page and retailer listings should be checked for the flavours available in each market.

Where and when will MXM be available?

MXM is now available in Ontario in select Wine Rack stores, available online at winerack.com and at bcliquorstores.com, and soon to be available in Ontario at the LCBO.